What's less apparent are McCain's efforts to define himself.

The Republican presidential hopeful has adopted a new campaign slogan, ''Country First,'' a paean to his years in the military and decades in Congress. He's begun speaking more openly about his years as a prisoner of war in Vietnam. And despite his wealth and elite legacy as the scion of admirals, McCain has tried to cast himself the embodiment of middle-class, middle-American values.

The new effort was in full swing Thursday, when he spoke at a town hall meeting in northwestern Ohio.

''This is the heartland of America!'' McCain proclaimed repeatedly, saying there is no more patriotic part of the country.

The Arizona senator then repeated his usual litany of complaints about Obama, warning, ''We don't need another politician in Washington who puts self-interest and political expediency ahead of problem solving.'' But in closing, McCain offered supporters a more personal glimpse into his own history.

''I will always, always, always put my country first. I have done that from the time I was in prison and was offered a chance to go home before my comrades,'' McCain said, explaining that he refused to leave because the military code of conduct said prisoners must leave in order of capture.

''I put my country first then and will continue to put country first,'' he said.

It's a new twist on a time-honored Republican strategy for McCain, who continues to trail Obama in national and most battleground state polls.

For years, Republican presidential candidates have successfully cast their Democratic rivals as big spenders and out-of-touch elitists, an approach McCain is heartily embracing this time. Among other things, he's mocked Obama's popularity in Europe while his campaign manager has noted the Illinois senator's fondness for Met-Rx protein bars and organic tea.

But McCain has not established a recognizable personal identity. President George W. Bush was already a well-defined figure in his own right in 2004 when he began making mincemeat of rival John Kerry's alleged policy flip-flops and penchant for windsurfing.

McCain's aides said their polling indicates voters have a generally favorable impression of McCain, but know little about his life story. So he's begun retelling that history, using it as a double-edged weapon to cast himself as a selfless patriot and Obama as shallow.

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