Mishearing What’s Said: American Crossroads vs. Obama on China

In the audio but not in print on screen, this TV ad by the third-party group calling itself American Crossroads uses the word “could” to qualify its claim about benefits to China.

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Mishearing What’s Said: Obama vs. Romney on ‘$6400’

In the voiceover but not in print on screen, this TV ad by “Obama For America” uses the word “could” to qualify its claim about medicare costs under former Gov. Mitt Romney’s (R).

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Mishearing What’s Said: Obama vs. Romney on college aid

In its audio track but not in print on screen, this TV ad by “Obama For America” uses the word “could” to qualify its claim about former Gov. Mitt Romney’s (R) plan for college aid. Ad makers know that we are more likely to remember print than audio. By including the correct information in the audio channel only, the ad’s creator and sponsor can argue that it is technically accurate even as viewers are likely to be misled by the stronger statement in print on the screen.

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