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Can you trust political advertisements?

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    Inside look at how ads are produced

  • Duration 5:34
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-- -- we continue our series on political advertising focusing on just how the producers.

Get you to pay attention and perhaps vote a certain way.

Chief Washington correspondent James Rosen reports sometimes it is about almost anything bought the facts.

Okay.

OK okay.

Wow.

Okay.

And and mistakes.

We think about campaigns often think about a particular -- that ran in not in particular years you think of in nineteen.

88 campaign and you think of Michael Dukakis in -- tank.

America can't afford that risk.

You think of the 2004 campaign think -- -- the swift boat ads John Kerry cannot be trusted.

That's not to say that -- advertising decides elections a very much doesn't decide elections but it is absolutely.

The most invisible.

Face of the campaign.

What is it a face you can trust.

The craft of political ads has evolved considerably since 1964.

When Lyndon Johnson conjured the Specter of nuclear annihilation.

To discourage Americans from voting for Barry Goldwater.

Consider the basketball -- -- -- -- -- -- -- Even though things have changed.

It's funny we can't find jobs to get their careers starting tonight can't afford to retire.

-- -- living together again.

The basketball -- was -- by veteran GOP consulting firm McCarthy -- media.

The client for the 62 spot was the conservative super pac American crossroads.

-- senior advisors include Fox News contributor Karl Rove.

Crossroads spent nine point seven million to run this -- intends swing states over the last month it makes use of actors as LBJ's daisy -- did.

But also sophisticated morphing technology and an atypical soft sell approach I.

-- President Obama because he spoke so beautifully he promised change.

Things changed for the -- As if it's unemployment and is if the structural issues in the economy are the fault of and Barack Obama.

And have only been generated in the past three and a half years a former speechwriter for two Republican secretaries of state -- Garfinkel is editor of the nonpartisan intellectual magazine the American interest and the author of a new book on the use of language in politics I mean anybody who understands how the economy works.

And now election cycles were never knows that this is ludicrous but of course it's affected anyway because a lot of people just -- what's their what's their emotions are our people -- -- And their critical facilities are kind of turned off.

It doesn't make any difference what the truth is Fox News asked Garfinkel to review of state of new ads in videos from both sides of the -- among them was a pair of paid ads that -- Mitt Romney's private equity career at Bain Capital.

One was produced by the Obama Biden campaign.

I was a steelworker for thirty years the other by the pro Obama super pac priorities USA.

Probably make capital object to make -- Campaigns in super -- -- by law barred from coordinating with each other yet both released on consecutive days focused on the same Missouri steel plant GS technology which closed its doors and laid off 750 workers in early 2000 -- -- -- -- -- -- -- Mitt Romney was deeply involved in the influence that he exercised over these companies.

-- we lost.

They make money -- every survivor -- made money.

It's simple as that.

Mentioned in neither -- was the fact that Romney left Bain Capital in 19992.

Years before GS closed down also -- mentioned was the market collapse that forced at least 31 American steel companies into bankruptcy in that same period.

And neither mentioned the Indiana plant that Bain Capital invested in Steel Dynamics -- which today employs more than 6000 people that was left to the Romney campaign.

A lot of Friday.

And what we filled out here which uploaded this 62 web only video to YouTube within hours after the first Obama attack -- -- -- shied away at Romney's private sector leadership team stepped.

They're all fictions and they all manipulate and play fast and loose with the truth qualities as a matter which candidate they seem to be favoring which -- they.

Seem to be opposing are completely content less as far as substance is concerned.

There is all about emotion and manipulating emotion it's all about -- and finally there's not a single policy issues that -- can't discuss critical thinking any of these -- second thing is that.

They're all technically quite -- -- -- tactical event has went.

You know that the scene shifts from -- -- normal human being we be seeing senate certainly here in a different room -- -- you're just looking at something really different.

And basically -- every time.

It was just a technical events like fast.

A little -- of adrenaline pops off independents in the human body because we can't do that naturally without the -- of these images.

So the idea here is to create as many as many technical events without having -- -- look completely frenetic.

As you can because that is what gets people's attention and keeps their attention.

Not -- watch these ads properly and get the best use of them as a citizen and voter.

Garfinkel advise viewers to take out a pen and pad and write down the key symbol slogans shorthand phrases and other pieces of political language you see and hear in them.

And -- -- -- the way these often loaded words and phrases are really being used -- -- jams par three tomorrow night that.

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