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What impact do negative campaign ads have on 2012 race?

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    Michael Reagan weighs in

  • Duration 7:09
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Negative -- these negative attacks spending home.

This time talking about me and started talking about.

What he's gonna do it that's not -- lower your gas prices.

It doesn't go single.

To help the American thing.

It's politics -- -- game.

We don't need to slash and burn say anything do anything politics.

The -- and distraction of terrorism departments that are bringing us together.

Because if you don't have any fresh ideas.

That you use stale tactics to scare voters.

You don't have a record to run on.

You're paying your opponent as someone people should run chrome.

That's why you're spending these last weeks calling me every name in the -- If you can't beat your opponent's ideas you to start those ideas that maybe make some up.

Well those -- remarks from then candidate Obama just four years ago.

Suggesting it was not his style or his desire in any way to demonize his opponent on the campaign trail he promised a different kind of campaign and a different kind of presidency.

Fast forward to 2012 however the -- show that the campaign season is becoming even more negative perhaps than ever before.

According to our latest research the Obama campaign is run more than 37000.

TV ads in the last couple of weeks mostly in the battleground states.

90% of which are devoted to attacking.

Governor Mitt Romney.

Political consultant Michael Reagan is chairman of the Reagan group and with me now.

Michael you know -- they're beautiful sentiments when he -- what Barack Obama was saying on the campaign trail.

I'm back in LA and it is that kind of attitude and posit tip city.

An uplifting devotion to a debate about the issues that.

Bullied him into office for a lot of voters you know the cause and to get behind them when they might not otherwise done so.

It seems clear from the -- he has not lived up to that his opponent has not lived up to that and we now find ourselves in -- in a season that is what as negative as it's ever gotten.

What was refused -- -- -- use those statements back in 2008.

And brought the country together united the country together.

But -- the policies -- put forward.

We're disastrous and they are still disastrous.

So now -- for the position not able to defend his policies.

These brought forward in Washington DC -- so now he's on the attack.

Attacking Mitt Romney and the Republicans as if it's.

Their -- his policies are not working at courses that the way he's gonna play the game all the way through because he has no policy that in fact he can put forward.

They're working for the American public and putting the country back to work.

What happened do you think that he believed those words.

When he said them you know I mean I think he seems sincere to most folks at the time the folks who got behind him.

And end yet.

It's so very different this time around.

But he had no doubt -- it had no doubt the believe.

In the United States of America no doubt the belief in the free enterprise system no -- the belief.

In corporate America and the creation of jobs his only dep -- don't believe.

Was in good government whether -- -- state government or the federal government.

You know taking care of everything American fact needs and that's because it out policies usually that's the policy change -- -- never defined change.

And it brought people together waiting for change well now they've seen the change the changes people were out of work.

The country's in a free fall people are going back to work and they're hoping now for change in the next election he's trying to sell the same -- sold in 2008.

But do it by demonizing Mitt Romney what Mitt Romney needs to do.

Is stay on message.

Of hope he needs to be that candidate -- 2008.

-- When I'm ready get up my healthy debate is you you are critic -- criticizing Barack Obama's policies and it's no surprise to our viewers that you -- in a not a fan of them but.

What do you think happened and where is that man who was talking about how he wouldn't demonize his opponent how he was gonna stay positive about how.

You know the big ideas are what matter when you don't have any that's when you go to the pollen.

-- of personal destruction.

Will that man has policies that actually failed.

If so he does want to talk about those policies that actually felt I mean when you put two budgets together.

Given to the congress United States and they've gone down twice -- -- -- -- nine to zero.

You've got some real problems in Washington DC when people are losing jobs wouldn't you know my father taught me -- his father taught him.

When they start paying you not to work why work.

And so you have people that they be paid not the work.

That people aren't going to work people are looking for jobs so we can't stand back and say look what I've done look at my policies.

I put America back to work so we have to do exactly what he was saint John McCain was doing.

It 2008.

Attack his opponent.

I -- to the point where yes -- people after surrogates calling.

Mitt Romney -- -- I mean.

-- Romney needs to stay on message what he needs to do not get off message to what we.

What Barack Obama try do is change the message to make Mitt Romney defend.

Being successful.

Carl James Carville went on Hannity last night a fascinating interview you should check it out online you have seen -- to the viewers.

And in he said he saw a lot of these clips and they had a similar discussion he said.

Her -- Chicago good job.

He you know in terms of that the negativity and attacks and in bringing this down to a street fight and he said look politics is always been ugly.

He talked about when his former boss Bill Clinton was running for office how some folks were accusing him of murder.

And said you know sort of welcome to the game this is what happens and kinda said look the promises were with the provinces were but politics is -- that's the world.

Which whenever you don't make it and make -- -- -- -- selling things never change from our back in 1960 my dad ran for governor.

And Governor Brown took out an -- and he was in the -- he was talking to a young black child 1213 years of -- -- was explained to him he is running for a third time as governor.

-- -- -- -- -- -- -- -- -- And governor -- -- I'm running against an actor and you know as an actor that shot Abe Lincoln.

And and everybody was appalled.

The media was appalled that people California -- -- -- followed behind in the polls and within 72 hours she went from being behind in the polls to be -- And never look back because people of America were appalled that somebody would even take out an -- like that.

Today you could run that -- an American people -- What was -- shot -- what's the problem that -- -- And that's how Americans change is not the politics and change.

It's America is change at American now accepts negative ads except the street fight and -- would sit back -- say.

Well -- of nothing's getting done.

-- we as Americans say they -- what this -- -- so I'm not gonna take a more it will stay in that system and a Michael Reagan always great to get your perspective thank you share.

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