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Ad. jenna: to your point that makes sense as you listen to the message but a whole package of the message as you point out. not just what is being said but how it is being said to the public. >> well, sure because people don't listen necessarily what is being said. as you say they get the whole package. why those negative ads have minor key? jenna: right. >> it is a --. jenna: like the horror movie coming out. >> absolutely, yes, something to be afraid of. this is something to look forward to. jenna: let me ask you about a piece written in the "washington post" today, that brought up a real in...

Wanting to do things differently and then realizing, you know, america wants to see their president from the oval office or want to see him down in the disaster zone and so on and so forth. >> jimmy carter came down and said i'm not going to be an imperial president and he got the tvs out of the west wing and got rid of cars and also tried to be sort of minor key when he gave an address. hail to the chief was not played. about two years later carter's polls were going south and as people said you need to look like a president. hail to the chief came back. >> it's interesting. >> you know, mich...

Latest updates on this topic from reliable sources.

Latest updates on this topic from reliable sources.