New Romney ads target voters’ emotions
September 18th, 2012
04:40 AM ET
6 years ago

New Romney ads target voters’ emotions

(CNN) - A new television ad released Tuesday morning by presidential candidate Mitt Romney’s campaign flips the table on Democrats, insisting that it is President Obama’s policies that are “making it harder on women.”

In the ad titled “Dear Daughter” a female narrator welcomes her newborn to America, starting off by telling the infant her share of Obama’s debt: $50,000.

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The 30-second ad appeals to mothers, showing the baby throughout as it lists statistics about women, poverty, and unemployment under the Obama administration.

“The poverty rate for women – the highest in 17 years,” says the narrator. “More women are unemployed under President Obama. More than 5.5 million women can’t find work.”

The Romney campaign points out that the unemployment rate among women has also increased from 7% to 7.8%, according to the Bureau of Labor Statistics.

In an aggressive effort to maintain voters’ attention and keep their focus on the economy, Team Romney released another ad Monday discussing the metaphorical prairie fire of debt burning across the United States.

“Every day that we fail to act, that fire gets closer to the homes and the children we love, and rather than putting out that spending fire President Obama has been feeding it,” Romney says over ominous music.

This web video does not have statistics and paints a grim picture of the economy.

Romney, who has been described as robotic and opaque, takes the opportunity in both ads to appeal to the public’s emotions with the mention of children and the future generations of America.

Filed under: 2012 • Ads • Mitt Romney
soundoff (29 Responses)
  1. Don

    Not ready for primetime did it again. Did I hear right? He wants to increase jobs in American and at the same time cut federal employment by 10% Must be Bain math

    September 18, 2012 06:23 am at 6:23 am |
  2. Gurgyl

    Average voter is FED-UP with GOP idiots. Know this truth. Yes, on OBAMA12.

    September 18, 2012 06:30 am at 6:30 am |
  3. Jeff

    These people standing behind Romney in pictures should show better judgement, they will regret this later in life/their careers.

    September 18, 2012 06:33 am at 6:33 am |
  4. DENNA

    He appeals to my emotions. I can't stand him and this lying ad doesn't help. How much will the baby's share be if you create a society of war and tax cuts? It worked real well the last time didn't it?

    September 18, 2012 07:01 am at 7:01 am |
  5. John Oboho

    "More women are unemployed under President Obama".So women,vote to do the same work as a man does for less pay per hour to cover the gap.Got Romney's message?

    September 18, 2012 07:29 am at 7:29 am |
  6. Gurgyl

    I know as to what is poverty. I am fully supporting Pres. Obama. Period.

    September 18, 2012 07:33 am at 7:33 am |
  7. Candy Taylor

    Nobody's buying your snake oil Mitt!

    September 18, 2012 08:08 am at 8:08 am |
  8. g

    but corporate welfare is good business in his world –wonder how much goverment money he has taken building his fortune

    September 18, 2012 08:24 am at 8:24 am |
  9. Lyin Ryan should be an Olympian

    "You people" and "victims". Just more data points proving how out of touch the Romneys are.
    Game. Set. Match. You lose, Willard.

    September 18, 2012 08:35 am at 8:35 am |
  10. GI Joe

    Elect Mitt so you don't have to pay for Ws wars? Not so fast Mitt. By the time you send them (boys and girls) to fight Iran (for your friend BiBi) and they get killed either there or in a war with Syria, or your greatest foe Russia, it won't matter.

    The 1% want us poor so we join their military and fight their profiteering wars for them.

    September 18, 2012 08:35 am at 8:35 am |
  11. SafeJourney

    Just really tired of mitt the twit and Lyin ryans ads. All these ads do is tell Americans how really out of touch mitt is.

    September 18, 2012 08:36 am at 8:36 am |
  12. GI Joe

    Emotional? ha ha ha ha ha - snake oil.

    My daughters, daughters-in-law, and grand-daughters don't want to push out a baby every year to populate the wealthy man's armies.

    The republican war on women is almost over because republicans are going away. Stand up for women, men, because if they get to take rights away from women, they'll come for YOU next. And don't think for one minute they won't.

    September 18, 2012 08:38 am at 8:38 am |
  13. Claudia, Houston, Tx

    Mitt Romney is unfit to be Commander in Chief of our military because he clearly doesn't understand in that 47% of Americans that he doesn't care about, some are our military men/women serving and dying in the Middle East for he and his five(5) sons while they sit on their pompus behinds insulting half of the American people. If Mitt doesn't care about me because I'm a senior on social security/medicare, that's OK, but when he takes a low shot at our military families I have a serious unforgiving problem with him.

    September 18, 2012 08:40 am at 8:40 am |
  14. Fair is Fair


    I know as to what is poverty. I am fully supporting Pres. Obama. Period.
    Well, put that "master's degree in law" you have to work for yourself. So whe are you getting your JD and taking the bar?

    September 18, 2012 08:47 am at 8:47 am |
  15. Wake up People!

    Oh Willard, you truly unleashed my emotions this first I simply did not like you, but as the campaign progressed that not liking you has grown to full blown loathing. Whenever I see your lying face, I want to vomit. I hate that sneer of yours almost as much as I dislike your pinched faced wife. I pray to God everyday that you don't ever get within 500 yards of the White House. You are an idiot and will say and do anything to be elected. You Willard Mittens Robmey, are the biggest threat to the United States. Did I mention, NOTHING about you looks Presidential, especially that fake SNEER.

    OBAMA 2012!

    September 18, 2012 08:50 am at 8:50 am |
  16. Rex

    23 million un or under employed, $16 T in debt, $1 T in "stimulus" spending that failed to stimulate, the middle east in flames, American soil attacked on the 11th anniversary of 9/11. This is the Obama legacy.

    September 18, 2012 08:57 am at 8:57 am |
  17. Elijah

    What? You mean in Tea party homes the very the first thing they tell their new born babies is their share of national debt? This is getting curiouser and curiouser.

    September 18, 2012 08:57 am at 8:57 am |
  18. lyn

    Women for President Obama.

    September 18, 2012 09:13 am at 9:13 am |
  19. Lee

    People that don't pay income taxes still pay payroll taxes and excise taxes, on gas, food, ciggerettes, etc. and its a much bigger percent of thier income than the 13.6 % tax he paid last year.

    September 18, 2012 09:19 am at 9:19 am |
  20. Rudy NYC

    This transparent ad will not have the desired effect for the Romney campaign. It is sophmoric attempt to play on emotions, which only raises personal stress levels. This ad is an insult to one's intelligence.

    September 18, 2012 09:21 am at 9:21 am |
  21. Squigman

    Amazing. Why would anyone consider this man, or his party to be leaders of any kind? They're one motive above all, is as clear as crystal. Make the pockets of the rich wider and deeper, while using the middle class and workers to achieve their goal. WAKE – UP People.

    September 18, 2012 09:25 am at 9:25 am |
  22. Namejkane sfl a vote for the gop will cut your moms medicare and soc sec .can you afford to pay for them???

    He might as well get in his clown bus and go home at this point ,romney the tax cheat and lyin Ryan ,the worst gop canadates ever ,sure loss in Nov. Thanks mity ,after you lose ,get out if the country !!!!!!!!!!!

    September 18, 2012 09:33 am at 9:33 am |
  23. "Oust the House" in 2012, vote a straight Democratic ticket!

    Not to worry, in the Robme world "just ask mom and dad for a loan".

    50,000 dollar problem solved.

    September 18, 2012 09:42 am at 9:42 am |
  24. "Oust the House" in 2012, vote a straight Democratic ticket!

    And the GOP will cut the Medicaid the "daughter" may need as a child since they ceased caring once she passed the zygote stage, and the GOP vote's against equal pay for equal work for when the young lady grows up.

    Yep, the GOP is indeed the answer...

    September 18, 2012 09:46 am at 9:46 am |
  25. linda

    When all else fails Romney try the sad sob stories or scare tactics........your out of your league here Romney, we know you have no idea about what women face in this country.....these women are probably women you have paid to say what ever it is you want them to say.......I don't trust anything you say, I don't believe in any of your ads......OBAMA 2012

    September 18, 2012 09:50 am at 9:50 am |
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