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You like more. presidential elections are not solely decided by issues. they are also decided by personality and perception, who do you want as your leader, who do you think represents and understands you. mitt romney can't let barack obama still be the candidate of hope and change. there's just a huge likability gap. this could be the leading edge of an attempt to diminish that gap, whether or not mitt romney meant to do it initially. >> of course, we should point out as jonathan capehart and other democratic analysts have said earlier, jonathan of course an editorial writer but as other demo...

Debates, audiences of 40, 50 million people, maybe more, who are watching this stuff. it's extremely important. we have 105 days left, really have like about 12 critical hours left in the campaign and if you're mitt romney, you're going to have to have a good convention speech, finally have to explain to the american people why you want to be president. >> close that likability gap. i mean there has to be something about his story he's willing to share and put on the table that personalizes himself. >> he seems to be lying in the weeds here. we know the romneys and even though we're tough on m...

Worst rating yet. he's got a higher negative rating than john mccain at this time in 2008, john kerry in 2004 and bob dole in 1996, and a 14 point likability gap puts him at a major disability. negative ads like this one may not be doing romney any favors. romney has picked up on remarks the president made about small business and taken them out of context. take a look. >> if you have been successful, you didn't get there on your own. if you have a business, you didn't build that. somebody else made that happen. >> my father's hands didn't build this company, my hands didn't build this company...

40%, mitt romney scored his worst rating yet. he's got a higher negative rating than john mccain at this time in 2008, john kerry in 2004 and bob dole in 1996, and a 14 point likability gap puts him at a major disability. negative ads like this one may not be doing romney any favors. romney has picked up on remarks the president made about small business and taken them out of context. take a look. >> if you have been successful, you didn't get there on your own. if you have a business, you didn't build that. somebody else made that happen. >> my father's hands didn't build this company, my han...

And bob dole in 1996, and a 14 point likability gap puts him at a major disability. negative ads like this one may not be doing romney any favors. romney has picked up on remarks the president made about small business and taken them out of context. take a look. >> if you have been successful, you didn't get there on your own. if you have a business, you didn't build that. somebody else made that happen. >> my father's hands didn't build this company, my hands didn't build this company? through hard work and a little bit of luck, we built this business. why are you demonizing us for it? it's t...