In the first debate, phrases like 'nobody's talking about losing the war" actually put the phrase "losing the war" into listeners minds, which they then associate with Obama. A little rephrasing, such as "I think we all intend to win the war" would have a more positive affect. This is just one example.

"It's unfortunate that the McCain campaign continues to resort to these mean-spirited attacks." "This is just another example of the mean-spirited politics that we need to end." "John McCain's domestic agenda is as ineffective as it is mean-spirited." The Obama campaign should explicitly use the words "mean-spirited" to challenge McCain's policies, his tactics, and his attacks on Obama.