Mitt Romney, "Putting Jobs First"
What it says: “The President would prefer raising taxes ... I'm not going to raise taxes on anyone."
What it means: The Republican presidential nominee is putting his pledge not to raise taxes front and center (leaving out his plans to eliminate tax deductions and loopholes to raise revenue). His campaign is betting that this message will resonate more than Obama's claims that Romney will have to raise middle-class taxes to pay for across-the-board tax cuts.
Who will see it: Romney is on the air in all the major swing states.