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It's rotten, a corporate pioneer, outsourcing pioneer, a rich wall street guy who wants to shaft the middle class, take care of his rich buddies on wall street. the obama team -- obama's pollster actually did focus groups on those and found out that the flip-flop argument didn't move voters nearly as much as the rotten core argument. you've seen the obama campaign really sort of employ this with greater effect over the last few months. they spent a lot of money, millions and millions of dollars, even in the last few months, making this case against romney. >> tucker: the core argument, as i un...

It's rotten, a corporate pioneer, outsourcing pioneer, a rich wall street guy who wants to shaft the middle class, take care of his rich buddies on wall street. the obama team -- obama's pollster actually did focus groups on those and found out that the flip-flop argument didn't move voters nearly as much as the rotten core argument. you've seen the obama campaign really sort of employ this with greater effect over the last few months. they spent a lot of money, millions and millions of dollars, even in the last few months, making this case against romney. >> tucker: the core argument, as i un...

Their own struggles as a family. he talks about life as a parent. what it is like to raise kids in this economy. he is doing fine at a president. he does speak in personal material where mitt romney doesn't. will we see him do it? he might have to. that's where the likability gap is between barack obama and mitt romney. barack obama talks about his personal life in many ways and mitt romney just doesn't. >> what you're doing, even if you don't delve into those more deeply personal shows, what you're could go by going on these shows is getting an audience who is not watching town hall meetings....

That's where the republicans need to make up ground. if they can do it, president obama will be out of a job. >> i'll say two things. one, it was an air game, and he blew them out with super pac money, his opponents, in the primary. it was not necessarily a ground game. that's one. secondly, and with regard to what was just said by ford, is look. when you're losing votes in the hispanic community, when you're in a gender gap with women and losing votes there, almost a 19% gap between obama and romney, you know you've got to gain votes. every time he goes out there, he is losing votes. the more...

The electoral college and whether or not mitt romney can win north carolina, virginia, and ohio. if he can do that, he'll be the next president of the united states. a big issue for mitt romney right now is the likability imap that he has with president obama. president obama has got twea a 29-point edge. mitt romney needs to make that up. >> we'll look at that likability gap in just a second. we'll get to the swing state polls. "usa today" and gallup did one recently which has obama at 47%, romney at 45 in a number of states. within the margin of error, neck and neck. >> absolutely true. we k...