Both ads are part of a new effort by Mr. Romney's campaign to refocus their message in the wake of slumping poll numbers, criticism from Republican party officials and discord inside the campaign's headquarters in Boston.
Since Mr. Bush landed on the carrier Abraham Lincoln on May 1 under a banner proclaiming "Mission Accomplished," the White House has tried to refocus its message to domestic concerns, starting with the economy but extending to other issues vital to the strategy of claiming the political center.
The Democratic nominee does score higher than his rival on the economy, but not by as much as he should, which is why Democratic strategists have been urging his campaign to refocus its message on the economy and to do so more forcefully.
Everyone agrees the time has come to refocus the message and the only question now is who will do that?
This week, Davis will refocus his message to get ahead of the price caps story--demanding that the feds order gougers to pay refunds to California.
The new album has strengthened his position, mainly by refocusing his message.
Over the last six months, the Republican Party has subtly refocused its message on the environment, an issue that a party strategist called "the single biggest vulnerability for the Republicans and especially for George Bush" in a memorandum encouraging the new approach.
Mr. Ferrer seems to attack this challenge by referring often to his humble upbringing, and Mr. Green refocuses his message as he moves from venue to venue along the trail, taking different supporters with him as he goes.
For Microsoft, which has refocused its message around "creators" and the liberal arts set that has traditionally belonged to Apple, being able to boost student creativity and productivity is critical to appealing to a new generation.
Officials from Georgetown, Harvard, Duke and the University of Pennsylvania, who travel in groups to high schools across the country, are refocusing their message, hoping to reassure students they do not have to be the perfect Renaissance person -- or take a lot of Advanced Placement courses -- to get in, and encouraging them to pursue things they really enjoy.
We did not want to alienate administrators who would otherwise be helpful and supportive, so we refocused our message to advocate for the improvement of the overall training environment in a manner that would include but not be limited to efforts to provide equitable compensation.
