New ads by Mitt Romney‘s presidential campaign began running Monday as part of a shift in strategy to focus more on the his specific ideas to revive the economy, create jobs and reduce the nation's long-term debt.
In one ad, Mr. Romney promises a stronger middle class by improving foreign trade with a “crackdown on cheaters like China†and cutting the federal deficit.
“You've got to stop spending more money than we take in,†Mr. Romney says in the ad, which does not mention or directly criticize President Obama. In the ad, called “The Romney Plan,†Mr. Romney also pledges to create 12 million new jobs with a focus on small business.
A second ad is tougher on Mr. Obama, accus ing his administration of failing American families by allowing the nation's debt to skyrocket. In the ad, Mr. Romney says that the country has “a moral responsibility not to spend more than we take in.â€
Both ads are part of a new effort by Mr. Romney's campaign to refocus their message in the wake of slumping poll numbers, criticism from Republican party officials and discord inside the campaign's headquarters in Boston.
The ads emphasize making the positive case for Mr. Romney's presidency. For much of the campaign, the Republican candidate has focused more on attacking Mr. Obama's record in office. But strategists now believe the campaign must offer voters more explanation about how things will change if Mr. Romney wins the White House.
Mr. Romney plans to continue his focus on that message during a speech on Monday to the United States Hispanic Chamber of Commerce, in Los Angeles. According to excerpts released by the campaign, Mr. Romney plans to e cho his new ads by pledging to balance the federal budget, shift spending responsibility to the states and reduce federal employment by 10 percent through attrition.
“These things combined will reduce spending by $500 billion a year by the end of my first term,†Mr. Romney is expected to say, according to the excerpts.
The speech to the Hispanic group is an attempt by Mr. Romney's campaign to reach out to a demographic group that has traditionally favored Democrats. In his speech, however, Mr. Romney plans to focus more on his overall plans for the economy than on the specific issues of concern to Latinos.
He will, however, note that the unemployment rate among Hispanics is higher than the overall national rate. And he will note the need to “permanently fix our immigration system,†without offering specific suggestions for how he would break the ideological logjam in Washington over the contentious issue.
“I believe we can all agree that wha t we need are fair and enforceable immigration laws that will stem the flow of illegal immigration, while strengthening legal immigration,†he is expected to say, according to the excerpts.
Mr. Obama's campaign offered a sarcastic video Monday in anticipation of Mr. Romney's speech to the Hispanic group. The video, titled “Mitt Romney: Extreme Makeover Latino Edition,†suggests that the Republican candidate is trying to paper over his “extreme†views about immigration with more moderate rhetoric.
“Mitt Romney is faced with one of his most implausible makeovers yet,†the video says. “Making his extreme policies seem appealing to Latino voters.â€
