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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