The use of fear based tactics during presidential elections is nothing new. In 2004, both sides ratcheted up the fear factor to attempt to coax the small percentage of voters in the middle to see things their way. For Bush, the fear was twofold-the fear of another 9/11 style terrorist attack and the fear of systemic social changes. These two fears led to a huge turnout for right wing evangelicals and pushed many centrists to vote for Bush out of fear that Kerry wouldn't meet terrorism with the same gusto as Bush.
For Kerry, or rather his Democratic strategists, the fear was of George W. Bush himself. It was assumed, incorrectly, that the majority of Americans despised Bush as much as the core of the Democratic Party. It was a gamble and it failed. And now, in 2008, John McCain looks to be repeating the same mistake Kerry made by focussing on defeating Obama rather than selling himself.