Context Matters. Yes, Even In Presidential Politics.

The following Romney ad misappropriates President Obama’s words. “If we keep talking about the economy, we’re going to lose,” says Obama. The problem is Obama was mocking a McCain strategist when he repeated those words, but that context is lost here.

Romney unveiled the 60-second spot Monday night on Fox News, and the commercial is scheduled to begin airing today on New Hampshire’s WMUR.

In an interview with Fox’s Sean Hannity, where he debuted the ad, Romney kept his focus almost exclusively on Obama. Romney called Obama “a rigid ideologue” and asserted that “his policies are bankrupt,” although he stopped short of labeling the president a socialist, as Hannity did.

Source: The Washington Post



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.