Negative ads work. But can they backfire?
Heres’s GST steel ad, one of several in which the Obama campaign takes aim at Romney’s business record:
My story this week notes some of the push-back that the ad drew from Democrats including Bill Clinton. Analysts I spoke with for the story said that it’s normal for incumbent presidents to strike a more negative tone in their bid for reelection than in their first campaign, but that this is trickier for Obama whose first campaign was about hope, change and a new kind of politics. (Remember the Will.I.Am video “Yes We Can?” It was not an official campaign video but it set to music an Obama campaign speech:)
Here is a recent Web ad in which Obama campaign manager Jim Messina strikes a more positive tone — and gives supporters a pep talk. (He tells supporters to remember that Obama was down in the polls in summer 2008. It’s true McCain got a bump after the GOP convention, but for most of that campaign Obama was ahead of McCain):
For more Obama campaign videos click here.
Romney campaign videos are here.