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Thanks the president's candidate -- presidential candidates are ramping up for November taking to the -- to throw some pretty hefty political punches.
And they don't come cheap.
Good to one research group candidate tools -- six point five billion dollars on TV and cable ads this year as well as cable TV ads.
That's up nearly two billion bucks from -- wait.
But will the ads resonate with voters or is -- -- risk of -- just getting everybody -- -- confused.
Joining us right now to weigh in Michael that's -- the CEO of -- -- -- -- partners and author of this book the language of trust.
What's the big danger in your mind Michael with all this money in industry you you drive and.
Why I think you've got all these dead people being bombarded with then they either start to tune them out -- they get confused by August messages they say they don't know what to make of it because there's just too much.
Going on out there there's too much clutter.
Nobody breaks through.
People don't know what to make it and they're not running in California New York they're running all the battleground state so people can get really ticked off.
Let's go over to as that are out right now first off let's look at the Mitt Romney -- He's trying to get rid of welfare reform which was established in a bipartisan way in 1996.
President Obama quietly announced -- and got welfare reform.
By dropping work requirements under Obama's plan he wouldn't have to work and wouldn't have to train for -- job they just send in your welfare check.
And welfare to work goes back to being -- welfare.
Does the Ed worked as is the narrative.
Is a narrative consistent.
I think it's it it's a great narrative it's one that says that.
Obama doesn't care about hard working that -- required -- work for welfare but the imagery is all wrong it's got people working when he talks about Obama not caring about people going to work.
It should have welfare moms as pictures to let -- -- -- strong that strong -- -- welfare -- -- -- OK now let's look at the -- it's everybody's talking about his Mitt Romney gave my wife killed my wife should give her cancer and let's watch.
When Iran remained close the -- I lost my Health Care Reform and me and my family lost their healthcare and -- short time after that my wife became ill and she passed away in 22 days.
I do not think Mitt Romney realizes what he's done anyway.
And I and -- them -- do not think Mitt Romney is concerned.
Well -- is an effective bed with you agree with it or not whether it's true or not -- -- the -- that is one minute.
He's got a very sad story you watch the -- it's depressing for him.
I don't think it's terribly effective in attacking Romney because.
Forty seconds of the stories about him and his story leaving aside all the factual issues.
A 32 ad is actually very powerful could be a big story in this campaign but the whole heartless businessman who only cares about the mighty dollar and hides his money.
Does that help or -- -- that the tough -- are different for Romney he's gonna have to -- that narrative during the campaign with a direct dead.
Well it in terms of it it's going to be direct ads going to be in the debate's going to be in his -- his whole effort.
Has to demonstrate the flip side of what he's done -- -- speed in which you count how important.
Extremely important and that's why there's going to be so much money here is because every time the other side spends you have to spend -- you can't let.
Accusations go unanswered and you can't be off the air when the other guys are and finally how do you know with the Kennedy should answer directly and would Syria gets -- -- -- into direct why I think for the most part you you want the candidates an ad being positive.
You want to candidates trying to answer personal attacks.
Where were they really need to but for the most part you want surrogates going negative and going hard when these natural that you -- come back Michael was -- -- thanks so much CEO misled skeet once and partners and author of the book the language of trust thanks so much -- thanks for.
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