The Romney campaign’s latest ad entitled ‘Many Americans” is rather simple but in its simplicity lies the degree of persuasiveness that could sway the very independent swing voters from in the very swing states that Mitt Romney needs to win in if he intends to be elected president. (see video below this post)
In the less than 30 second commercial spot, a tieless Romney casually looks into the camera and in a very natural and convincing manner states;
“Too many Americans today are struggling—living paycheck to paycheck. More Americans live in poverty than when President Obama took office. We should measure our compassion by how many of our fellow Americans are able to get good paying jobs, not by how many are on welfare. My economic plan will get America back to work and strengthen the middle class. I’m Mitt Romney. I approve this message because we can’t afford another four years like the last four years.”
The ad offers different things to different people. Romney supporters will be glad to see and hear their candidate speak what they believe to be the truth. Obama supporters who live in a state of perpetual denial will walk away from the ad believing that it was a bunch of lies. So for the people on both sides, the ad will have little effect. But this commercial will have a positive impact on the increasingly small group of undecided independent voters in the middle.
With the use of focus group tested keywords and phrases such as “living paycheck to paycheck”,”welfare”, and “poverty”, Romney subtly bonds with these undecided voters who are complaining about and struggling with their own attempts to live paycheck to paycheck. He is also capturing their attention by subtly reinforcing the quiet fears of these voters who really do not want to believe that we must simply accept the current economic condition of our country as the status quo. Romney’s words connect with voters who are willing to accept the fact that increased historic levels of debt, the longest sustained period of inordinately high unemployment, and the weakest economic recovery in history are not is can not be accepted by continuing with the economic policies which are sustaining such conditions.
Then with words like “compassion”, and phrases like “get America back to work”, and “strengthen the middle class”, Romney offers a narrative to his candidacy that connects his campaign to all that most undecided voters want to hear. They want to hear that Mitt Romney has a plan that is better than President Obama’s. They want to hear about “good paying jobs”, and about a leader who understands that fiscal responsibility is the only way to lead our nation back to a decent level of sustainable prosperity. And that is exactly what those voters hear in this latest Romney ad.
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