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Tuesday, Jul 17, 2012 6:16 PM UTC

Republican Party ad takes softer approach on Obama

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Topics: From the Wires,

WASHINGTON (AP) — In a campaign fast growing nasty, the Republican National Committee is trying a gentler approach.

An ad running in seven battleground states says President Barack Obama tried to fix the economy and that “it’s OK to make a change.”

While that type of soothing pitch may have a place in advertisements for toothpaste or coffee, it’s less common in presidential campaigns.

Political ads typically attack, demand, ridicule and-or taunt.

But in this case, there’s a method to the lack of meanness. Several Republicans who weren’t involved in making the ad say a softer approach may be essential to the effort to defeat Obama in November, given polls showing him with strong personal favorability ratings.

The ad is airing in Ohio, Virginia, Nevada, New Hampshire, North Carolina, Colorado and Iowa.

More David Espo.

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