Total Pageviews

Wednesday, September 26, 2012

Romney Makes Direct Claim of Compassion as \"47 Percent\" Drives Ads

Ad Watch

Tracking and analyzing campaign advertising.

Mitt Romney's “47 percent” remarks are continuing to drive ad messages on both sides in the presidential race.

Mr. Romney, the Republican candidate, has an unusual new ad out on Wednesday morning, “Too Many Americans,” in which he speaks directly to the camera for nearly a minute.

“President Obama and I both care about poor and middle-class families,” Mr. Romney says. “The difference is my policies will make things better for them.”

Mr. Romney adds, “We should measure compassion by how many people are able to get off w elfare and get a good paying job,” contending that his plan will create 12 million new jobs.

The Romney spot directly contradicts an Obama ad released Tuesday afternoon.

As the now famous footage of Mr. Romney at a Florida fund-raiser plays on the screen, an announcer says, “When Mitt Romney dismissed 47 percent of Americans for not pulling their weight, he attacked millions of hard working people making 25-, 35-, 45 thousand dollars a year.”

The 30-second spot then pivots to Mr. Romney's own taxes, noting that he paid “just 14 percent in taxes last year,” mostly on investment income.

“Instead of attacking folks who work for a living, shouldn't we stand up for them?” the narrator concludes. “Fair Share” is running in Colorado, Florida, Iowa, Nevada, New Hampshire, North Carolina and Virginia.

Mr. Romney's campaign typically does not release information about where its ads are running, but Mr. Romne y will be in Ohio Wednesday, as will President Obama. So it is a fair bet that the ad will at least be there, too.