Romney Aims His First Ad at His Rival-in-Chief

Bookmark and Share    After visiting New Hampshire for thed first ime in two years, President Barack Obama tried to energize supporters andto  look-like like a hands-on leader and advocate for the middle-class, by pushing a proposal to extend a payroll tax break.   Speaking in a high school gymnasium, the President taunted Republicans by saying “Don’t be a Grinch. Don’t vote to raise taxes on working Americans during the holidays,”

But soon after President Obama left the “Live Free, or Die” State, Mitt Romney ran the first television ad [see the ad below], of his 2012 campaign and in  them he did ther taunting.

Titled “Believe in America,” the new 60-second spot takes clips of the President talking about how he supposedly fixed the economy. 

It even makes creative use of a line the President Obama probably once read off his teleprompter but was actually the quote of  an aide to then-2008 opponent Sen. John McCain, who had used statement  in an interview back in the 2008 election.

In it Obama states;

“If we keep talking about the economy, we are going to lose.”

The ad may be taking the President’s public utternance of those words, out od context, but we all knoiw that he and those on his campaign team have privately speoken them in the exact context that the Romney ad conveys.

“We have a moral responsibility not to spend more than we take in,” he says. “I’ll make sure that America is a job-creating machine like it has been in the past.”

What is most interesting about the ad is that Romney continues to frame the election as one between him and the President as if to suggest that he is not currently fighting for the nomination that would allow him to challenge the President for his job.  Such an ad does however seem appropriate in New Hampshire, where Romney is considered a shooin to win the primary.   

The strategy behind the ad is a good one, which subliminally asserts that Romney is the person whom we know will be the GOP standard bearer in 2012 and goes a step further by reinforcing the perception that he is the candidate with the best shot at beating President Obama in 2012.  In the final analysis, tha ad works, especially in New Hampshire where Mitt does have homecourt advantage. 

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2 Responses

  1. […] Romney already did a similar thing to President Obama back in late November of 2011, when one of his own ads used a statement by the President to mislead voters.  Back then, the Romney campaign used video of […]

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