The message behind Political TV ads in Michigan's race for gover - KMSP-TV

The message behind Political TV ads in Michigan's race for governor

Posted: Updated:
  • Tim SkubickMore>>

  • Mark Schauer details proposal to help women in the workplace

    Mark Schauer details proposal to help women in the workplace

    Wednesday, July 23 2014 5:59 PM EDT2014-07-23 21:59:06 GMT
    Gubernatorial candidate Mark Schauer is looking to win over the female voters in the upcoming election. He's proposing five points to help women in the workplace.
    Gubernatorial candidate Mark Schauer is looking to win over the female voters in the upcoming election. He's proposing five points to help women in the workplace.
  • The curse of Michigan's Lt. Governor

    The curse of Michigan's Lt. Governor

    Tuesday, July 22 2014 6:25 PM EDT2014-07-22 22:25:25 GMT
    No kid ever grows up wanting to be lt. governor, the second banana in state government.In Michigan there is a rich history of the second-in-charge wanting to use the office as a stepping stone to the top job as governor. Turns out it’s been a slippery stone as only two of twelvel.g.'s actually made it.The two winners were lt. governor John Swainson who served as the right-hand man to Gov. Soapy Williams and when he decided to retire, Mr. Swainson ran and won.Lt. Governor Bill Milliken served...
    No kid ever grows up wanting to be lt. governor, the second banana in state government.In Michigan there is a rich history of the second-in-charge wanting to use the office as a stepping stone to the top job as governor. Turns out it’s been a slippery stone as only two of twelvel.g.'s actually made it.The two winners were lt. governor John Swainson who served as the right-hand man to Gov. Soapy Williams and when he decided to retire, Mr. Swainson ran and won.Lt. Governor Bill Milliken served...
  • Jennifer Granholm back in office?

    Jennifer Granholm back in office?

    Monday, July 7 2014 10:14 AM EDT2014-07-07 14:14:46 GMT
    Oh boy, the anti-Granholm mob will have fun with this.  They are talking in California about running the former Michigan governor for something as part of the “new generation” of D’s on the west bank.
    Oh boy, the anti-Granholm mob will have fun with this.  They are talking in California about running the former Michigan governor for something as part of the “new generation” of D’s on the west bank.
LANSING, Mich. (WJBK) - You can tell a lot about candidates by dissecting their TV commercials. The contrast between  Gov. Rick Snyder and Democratic challenger Mark Schauer is striking.

Mr. Schauer says nada about his background and what he would do if he got elected.  Instead it is wall to wall criticism of the governor's policies including his cuts to education and a tax cut for business.  Get use to that, he is hanging his election hat on that theme which is summed up in the final line of the commercial:  The governor's policies are for the wealthy and not the rest of Michigan.

Over in the Snyder camp, the governor doesn't make a peep in his ad nor does he talk about his record as a female entrepreneur does all the chatter. She sought advice from "Rick", as she refers to the sitting governor, on how to succeed in business and sure enough it worked. 

It's a feel good commercial designed to leave you with the conclusion that "Rick" is quite a guy.  Mr. Schauer couldn't disagree more.

EPIC-MRA pollster Bernie Porn reviewed both commercials and concludes that while the gov's spot may boost his favorability rating with voters, there was no compelling reason to actually vote for him.  Unless of course you want to start a flat-bread company which the young lady wanted to do.

Mr. Porn believes Mr. Schauer did not "connect the dots" in his message. He did not link  the cuts in education which were used to fund the business tax cut.  It is left to the viewer to figure that out, but if you rely on folks figuring something out, they probably won't

The pollster thinks it is significant that the Snyder brain trust picked a women to pitch for the boss.  He believes the governor has some ground to gain with GOP women, "who have questioned some of his policies" and there are challenges with independent female voters, too.  

He also sees significance in using his first name. Candidate Rick Snyder ran as the outsider, the non career politician and so rather that push the notion that he is the sitting governor, he wants you to call him Rick; he's just one of us.

"He's a good ole boy from Ann Arbor," Mr. Porn laughs, "who just happens to be governor."

Mr. Schauer continues to trot out the old chestnut that former Gov. Jennifer Granholm used successfully in 2006.  In this spot he again references this governor's tax breaks for business that out source jobs overseas, a charge the Snyder folks vehemently deny.

"Shades of Dick DeVos," opines Mr. Porn referring to the Granholm victim eight years ago.  To be sure the "overseas" bit is not the center-piece of the Schauer campaign but it is certainly a side dish designed to make voters angry enough to vote for him. 

And then there's that closing line about the governor being for the wealthy.  The subtext  is that the governor is not one of us and is not for the middle class which his backers also deny but Mr. Porn thinks this one could get legs.  He reports that pollster Stan Greenberg, who helped mastermind the first Bill Clinton presidential victory, has discovered this notion in his national research and Democrats intend to exploit it.

Mr. Porn describes it as the "class card" pitting the little guy against the rich.  The gov's guys counter, if he was against the little guy why in the heck did he fight so hard against his own party to expand Medicaid coverage to the needy families around the state?

The economy is the biggie in this race and Democrats claim that have research that suggests while voters here see an improvement but many believe only the wealthy have benefited while the average Joe waits for his ship to come in.

Mr. Schauer hopes his ship will come in on the tide provided by his commercials, while the governor hopes to remain positive hoping voters are sick and tired of political attacks.  Both are taking a calculated risk that their strategies will work.

  • Local NewsLocal NewsMore>>

  • Parents of child held in basement appearing in court

    Parents of child held in basement appearing in court

    Monday, July 28 2014 2:30 PM EDT2014-07-28 18:30:40 GMT
    DETROIT -- The father and stepmother of a 12-year-old Detroit boy who was found in his basement after an 11-day disappearance are due back in court.
    DETROIT -- The father and stepmother of a 12-year-old Detroit boy who was found in his basement after an 11-day disappearance are due back in court.
  • Porch shooter Renisha McBride back in court for 3rd day of trial

    Porch shooter Renisha McBride back in court for 3rd day of trial

    Monday, July 28 2014 2:29 PM EDT2014-07-28 18:29:42 GMT
    The trial of a Detroit-area man who killed a young unarmed woman on his porch is entering its first full week of testimony.
    The trial of a Detroit-area man who killed a young unarmed woman on his porch is entering its first full week of testimony.
  • Power outage numbers across southeast Michigan

    Power outage numbers across southeast Michigan

    Monday, July 28 2014 10:01 AM EDT2014-07-28 14:01:04 GMT
    As of 6 a.m., approximately 165,000 DTE Energy customers are out of electric service due to the high winds and lightning that hit southeast Michigan Sunday afternoon. DTE has restored power to 21,000 customers that were affected by the storm, which included wind gusts of up to 70 m.p.h. in the DTE service area.
    As of 6 a.m., approximately 165,000 DTE Energy customers are out of electric service due to the high winds and lightning that hit southeast Michigan Sunday afternoon. DTE has restored power to 21,000 customers that were affected by the storm, which included wind gusts of up to 70 m.p.h. in the DTE service area.
  • Download the FOX 2 Apps


  • FOX 2 News Five-Day Forecast
  • PoliticalMore>>

  • Deal to improve veterans' health care costs $17B

    Deal to improve veterans' health care costs $17B

    Monday, July 28 2014 2:32 PM EDT2014-07-28 18:32:16 GMT
    After more than six weeks of sometimes testy talks, House and Senate negotiators have agreed on a compromise plan to fix a veterans health program scandalized by long patient wait times and falsified records...
    A bipartisan deal to improve veterans' health care would authorize at least $17 billion to fix the health program scandalized by long patient wait times and falsified records covering up delays, the bill's chief...
  • FAA proposes to fines Southwest Airlines $12M

    FAA proposes to fines Southwest Airlines $12M

    Monday, July 28 2014 2:31 PM EDT2014-07-28 18:31:19 GMT
    The Federal Aviation Administration said Monday it is proposing a $12 million civil fine against Southwest Airlines for failing to comply in three separate cases with safety regulations related to repairs on Boeing...
    The Federal Aviation Administration said Monday it is proposing a $12 million civil fine against Southwest Airlines for failing to comply in three separate cases with safety regulations related to repairs on Boeing 737...
  • Defense: Gov't suppressed evidence in Blackwater

    Defense: Gov't suppressed evidence in Blackwater

    Monday, July 28 2014 2:31 PM EDT2014-07-28 18:31:04 GMT
    Lawyers for Blackwater security guards are accusing the government of suppressing evidence favorable to the defendants, who are accused in the killings of 14 Iraqis in Nisoor Square in Baghdad.
    Lawyers for Blackwater security guards said Monday that the government has suppressed evidence favorable to defendants who are on trial in the killings of 14 Iraqis in Nisoor Square in Baghdad.
  • PoliticsPoliticsMore>>

  • Election info for 2014 Michigan primaries

    Election info for 2014 Michigan primaries

    Tuesday, June 24 2014 5:31 PM EDT2014-06-24 21:31:30 GMT
    Elections for the office of Michigan State Senate and for the office of Michigan House of Representatives will consist of a primary election on August 5, 2014, and a general election on November 4, 2014.
    Elections for the office of Michigan State Senate and for the office of Michigan House of Representatives will consist of a primary election on August 5, 2014, and a general election on November 4, 2014.
Powered by WorldNow

KMSP-TV
11358 Viking Drive
Eden Prairie, MN 55344

Phone: (952) 944-9999
Fax: (952) 942-0455

Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | Terms of Service | Ad Choices