That must be why McCain and Romney lost then, they were too negative.
No. They weren't POSITIVE.
McCain - "The other guy is a decent guy" - well, that was just peachy, wasn't it. Got the Repub candidate saying the Dem candidate is OK so people think "Why not have a change. Obama sounds pretty good and we've had 8 years of the Repubs in the White House."
Romney - He attacked Obama with all the ferocity of a rotted noodle when it counted (the last 30 days). He also forgot Reagan's version of positivity - SHOWING the people of the USA that they were tough enough, strong enough and outright good enough to face any challenge.
Note- I'm not looking at issues or policy points for either of them. Romney was pretty damned good on Policy, but the average Joe simply doesn't care. There are more than enough LIV's to go around - they are not all confined to the Left, by any stretch of the imagination.