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Lisa Belkin Headshot

Dear Daughter: Romney Seems To Hope I Vote With My Hormones

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Last month the Republican word of choice was Mom. This month they may have replaced it with Daughter. A new ad released by the Romney/Ryan campaign shows a mother holding a baby girl (well, we are told it's a girl, but who can really tell with a baby?).

"Dear Daughter," the soothing maternal voice-over says, "Welcome to America. Your share of Obama's debt is over $50,000, and it grows every day. Obama's policies are making it harder on women," and goes on to discuss rates of poverty and unemployment.

What is interesting is that an ad aimed at women, with the lens focused for all 30 seconds on an infant, doesn't once mention reproductive rights or maternal infant health. Like the use of "Mom" in Tampa, this one seems based on the assumption that addressing women -- specifically mothers -- by name is the same as addressing their needs.

We can all agree that the baby is deliciously cute. But what about the content? Do you think there is something missing from this spot?

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