The message behind Political TV ads in Michigan's race for gover - Fox 2 News Headlines

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

Posted: Updated:
  • Tim SkubickMore>>

  • Mark Schauer says he will not sign the 'no tax pledge'

    Mark Schauer says he will not sign the 'no tax pledge'

    Tuesday, July 29 2014 7:13 PM EDT2014-07-29 23:13:01 GMT
    The Democratic candidate for governor Mark Schauer says he will not sign the no tax pledge, and says he probably would have sent Detroit in bankruptcy if he had been governor. 
    The Democratic candidate for governor Mark Schauer says he will not sign the no tax pledge, and says he probably would have sent Detroit in bankruptcy if he had been governor. 
  • 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...
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>>

  • Attorney wants investigation of city clerk over Arab-American voter suppression

    Attorney wants investigation of city clerk over Arab-American voter suppression

    Tuesday, July 29 2014 11:43 PM EDT2014-07-30 03:43:20 GMT
    It is the tale of two cities. one paints a picture of a meticulous Dearborn Heights city clerk, following the law and fighting for a fair election. The other a story of abuse of power, mishandled ballots and voter suppression.Fatima Abdrabboh is an attorney and Michigan's director of the Arab-American Anti-Discrimination Committee the largest chapter in the country. She is calling for a full-scale investigation into claims that Walter Prusiewicz mishandled ballots from Arab-American voters fo...
    It is the tale of two cities. one paints a picture of a meticulous Dearborn Heights city clerk, following the law and fighting for a fair election. The other a story of abuse of power, mishandled ballots and voter suppression.Fatima Abdrabboh is an attorney and Michigan's director of the Arab-American Anti-Discrimination Committee the largest chapter in the country. She is calling for a full-scale investigation into claims that Walter Prusiewicz mishandled ballots from Arab-American voters fo...
  • Warren grandparents upset after grandchildren see racist graffiti at park

    Warren grandparents upset after grandchildren see racist graffiti at park

    Tuesday, July 29 2014 11:15 PM EDT2014-07-30 03:15:40 GMT
    Tuesday afternoon Bruce and Lubertha Callaway took their grandchildren to Shaw Park in Warren when they saw something they couldn't believe.
    Tuesday afternoon Bruce and Lubertha Callaway took their grandchildren to Shaw Park in Warren when they saw something they couldn't believe.
  • 3-year-old shocked, downed power lines electrify fence

    3-year-old shocked, downed power lines electrify fence

    Tuesday, July 29 2014 10:51 PM EDT2014-07-30 02:51:19 GMT
    A 3-year-old boy is in the hospital after getting shocked by an electrical charge.
    A 3-year-old boy is in the hospital after getting shocked by an electrical charge.
  • Download the FOX 2 Apps


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

  • How high-level Chinese officials are taken down

    How high-level Chinese officials are taken down

    Wednesday, July 30 2014 6:48 AM EDT2014-07-30 10:48:28 GMT
    The investigation into China's former security chief Zhou Yongkang could pave the way for him to stand trial as the most senior politician ever prosecuted for graft. It's hard to predict how his case will...
    The investigation into China's former security chief Zhou Yongkang could pave the way for him to stand trial as the most senior politician ever prosecuted for graft. It's hard to predict how his case will be...
  • Ex-governor's corruption trial focuses on marriage

    Ex-governor's corruption trial focuses on marriage

    Wednesday, July 30 2014 5:07 AM EDT2014-07-30 09:07:10 GMT
    When former Virginia Gov. Bob McDonnell and his wife, Maureen, were indicted on corruption charges in January, the couple stood together at a hastily called news conference to denounce the charges.
    When former Virginia Gov. Bob McDonnell and his wife, Maureen, were indicted on corruption charges in January, the couple stood together at a hastily called news conference to denounce the charges.
  • Senate tires of patching highway programs

    Senate tires of patching highway programs

    Wednesday, July 30 2014 4:28 AM EDT2014-07-30 08:28:34 GMT
    The Senate has delivered an unexpectedly strong vote in favor of taking action later this year to resolve the chronic funding problems that have bedeviled highway and transit programs.
    The Senate delivered an unexpectedly strong vote Tuesday in favor of taking action later this year to resolve the chronic funding problems that have bedeviled highway and transit programs, a sign that Congress may have...
Powered by WorldNow

WJBK-TV | Fox 2
16550 West Nine Mile Rd.
Southfield, MI 48075

Main Station: (248) 557-2000
Newsroom: (248) 552-5103

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