Skip Navigation

Close and don't show again.

Your browser is out of date.

You may not get the full experience here on National Journal.

Please upgrade your browser to any of the following supported browsers:

Romney Subtly Rifles Through Gingrich's Baggage Romney Subtly Rifles Through Gingrich's Baggage

This ad will end in seconds
Close X

Not a member? Learn More »

Forget Your Password?

Don't have an account? Register »

Reveal Navigation

 

Blogs

Romney Subtly Rifles Through Gingrich's Baggage

Seminole Wind restaurant owner Thomas Bryant, left, and Florida State Sen. John Thrasher, R-St. Augustine, center, share a laugh with Republican presidential candidate, former Massachusetts Gov. Mitt Romney as he arrives at a lunch stop at the restaurant in Tallahassee, Fla. , Wednesday, Oct. 5, 2011. (AP Photo/Phil Sears)(AP Photo/Phil Sears)

December 7, 2011

 

In Mitt Romney's latest ad, he is a salesman on the sly.  Or, maybe not so sly.  The ad's title is "Leader," which tells us nothing.  The visuals include home movies of the candidate frolicking with his family. They are, given the fact that the footage comes from film, old home movies. As in: the Mitt Romney you know is the same guy he's always been.
The audio is a cut from the CNBC debate in October in which Romney responded to the question of whether he's a serial flip-flopper by noting how he's been married to the same woman for 25--whoops, 42--years, has gone to the same church and was with one company for 25 years.
Except that, in the context of a race against Newt Gingrich, the ad works by inviting a comparison:
  • How many wives has Newt Gingrich had?
  • How many churches has Newt Gingrich belonged to?
  • How many different companies has Gingrich worked for (or profited from?)
The ad is a way for Romney to get Iowans to focus on Newt Gingrich's long baggage trail.  
And Romney has plausible deniability too. If anyone accuses the campaign of going after Gingrich's personal life, the campaign will say that the ad is simply a positive biographical spot, a way of humanizing their candidate.
But remember: ads are agitprop, according to the Romney folks.  So look for the subtext.  And it's as clear as a bell in this ad.
More Blogs
Job Board
Search Jobs
Digital and Content Manager, E4C
American Society of Civil Engineers | New York, NY
PRODUCT REVIEW ENGINEER
American Society of Civil Engineers | CA
Neighborhood Traffic Safety Services Intern
American Society of Civil Engineers | Bellevue, WA
United Technologies Research Fellow
American Society of Civil Engineers | New York, NY
Process Engineering Co-op
American Society of Civil Engineers | Conshohocken, PA
Electrical Engineer Co-op
American Society of Civil Engineers | Findlay, OH
Application Engineer/Developer INTERN - Complex Fluids
American Society of Civil Engineers | Brisbane, CA
Application Engineer - Internships CAE/CFD Metro Detroit
American Society of Civil Engineers | Livonia, MI
Chief Geoscientist
American Society of Civil Engineers
Application Engineer - Internships CAE/CFD Metro Boston
American Society of Civil Engineers | Burlington, MA
Professional Development Program Engineer
American Society of Civil Engineers | Farmington Hills, MI
Civil Enginering Intern - Water/Wastewater/Site-Development
American Society of Civil Engineers | Sacramento, CA
Staff Accountant
American Society of Civil Engineers | Englewood, CO
Biomedical Service Internship Position
American Society of Civil Engineers | Flint, MI
Comments
comments powered by Disqus