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ADWATCH: Romney ad plays up biography in SC ad

Associated Press
Wednesday, January 16, 2008


TITLE: "Everywhere"

LENGTH: 30 seconds

AIRING: South Carolina.

SCRIPT: Romney: "Everywhere my family and I go we hear that America's challenges are simply too big for Washington politicians. I've spent my life tackling big problems, helping turn around business, the Olympics and state government. Together we can grow our economy, stop illegal immigration, defend life and preserve the values that make America the hope of the earth. It's time to turn around Washington. I'm Mitt Romney, and I approve this message."

KEY IMAGES: Romney, jacketless in shirt and tie, speaks directly to the camera as it pans a backdrop that displays an American flag.

ANALYSIS: These are the basic themes of Romney's campaign. The ad, which also ran in Iowa last month, touches on the main points of his biography that he used to introduce himself at the outset and then closes by summing up the key points of his political agenda. He also makes the added point of portraying himself as a Washington outsider.

Romney made his fortune as a venture capitalist, took charge of the 2002 Winter Olympics held in Salt Lake City and was governor of Massachusetts. By stressing immigration in the ad, he emphasizes one issue that he has tried to draw distinctions on with Huckabee and McCain. His vow to "defend life" is yet another effort to reassure voters who may suspect the sincerity of his anti-abortion stance. Romney in the past supported abortion rights for women.

On the Net: youtube.com/watch?v=gJxW5mCz0U0.

Analysis by Associated Press Writer Jim Kuhnhenn



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