Obama’s negative defining of Romney early in the 2012 presidential campaign was a
key factor in the 2012 election, three top Obama and Romney TV ad
staffers said at a panel discussion held Tuesday night at the University of
Chicago’s Institute of Politics.
Panel members from both sides of the aisle agreed that using a
disciplined tone toward a highly skeptical public was a key strategy of
their paid television advertising. For Obama’s campaign a tone of
authenticity was used for positive advertisements, while Romney’s
campaign said it used language that suggested Obama’s presidency had
been a disappointment, but not quite a failure, economically.
could tell with voters, they were disappointed with Obama, but they still
liked him,” said Ashley O’Connor, director of advertising for Romney for
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