Bluefield Daily Telegraph, Bluefield, WV

Presidential Election

September 7, 2012

AdWatch: Swarm of Romney ads strikes local chords

AIRING: Mitt Romney's campaign produced 15 separate ads with a common theme to air in Colorado, Florida, Iowa, Nevada, New Hampshire, North Carolina, Ohio and Virginia.

KEY IMAGES: Each opens with a panning shot of the Republican convention before zooming in on Romney as he contends, "This president can ask us to be patient. This president can tell us it was someone else's fault. But this president cannot tell us that you are better off today than we he took office."

The ads diverge from there, each homing in on looming defense cuts, the rising national debt, lingering problems with the housing market, concerns over stubbornly high energy prices or difficulties in the manufacturing sector, depending on its target audience.

Somber tones and Obama images accompany a "We're not better off under President Obama" message. The ads shift to an uplifting musical score and inspiring shots of Romney as a narrator assures his policies would lead to a deluge of new jobs, the number changing depending on the state. All close with a local touch, from cornfields in Iowa to the Charlotte skyline in North Carolina.

ANALYSIS: The swarm of ads comes on the heels of high-energy Republican and Democratic conventions and as the race reaches its general election stride. The places the ads will run in send an unmistakable signal about the eight states where Romney will largely concentrate his efforts in the final two months.

The common thread is a focus on each state's job climate, which speaks to the Romney campaign's long-held belief that voter anxiety over the economy will decide a close election in his favor. Each ad ends with an eye-catching number of jobs Romney says he will inspire — from 59,000 in New Hampshire to 700,000 in Florida.

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Presidential Election