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NRSC airs a new anti-Boxer ad targeting women

October 26, 2010 |  7:05 am


In its effort to defeat Sen. Barbara Boxer, the National Republican Senatorial Committee is airing a new television ad that directly targets women while seeking to tap into the frustration that many voters are feeling about the pace of the economic recovery. The ad is part of a new $3-million independent expenditure announced Monday.

Though the criticism of Boxer's effectiveness and the charge that she's been in office too long mirrors the core message of Republican challenger Carly Fiorina's campaign, the NRSC's new spot seeks to get the attention of women with a female narrator and images of seven women looking solemnly in the camera.

"It's the day after the election and if we reelect Barbara Boxer, nothing will change. She'll continue vote for higher taxes, job-crushing policies, just like she's done for 28 years," the narrator says as the images of the women flash one by one on the screen. "Nothing will change. And Barbara Boxer will continue to be what she's always been -- self-serving, ineffective, more of the same."

"If you want to change Congress, we'll need to change the people we send there," the narrator concludes.

A new Los Angeles Times/USC poll indicates that although Fiorina has a 2-point advantage over Boxer among men, she is trailing among women by 17 points. Boxer has aggressively sought the support of California women by highlighting Fiorina's opposition to abortion.

Fiorina has said she would support overturning the Supreme Court's abortion-rights decision in Roe vs. Wade if given the opportunity. Her rival has used that statement to argue that Fiorina would put women and doctors in jail, which the former Hewlett-Packard chief executive has called a gross distortion of her position. (Though overturning Roe vs. Wade would be all but certain to lead to criminal penalties for abortion in some states, Fiorina has said she does not support criminal penalties). 

The NRSC ad is part of its $7.8-million investment in the race, the first $4.8 million of which was directed toward a series of ads in concert with the Fiorina campaign. Though Boxer's fund-raising efforts overall have outpaced Fiorina's, officials with the senator's campaign said after the NRSC's announcement this week that they would likely be outspent in the final days by Fiorina and the outside groups that support her.

Boxer said Monday that Fiorina's allies, including the U.S. Chamber of Commerce, have poured around $14 million into the race to defeat her. "They’re going to do some more ads that are outrageous and nasty, and we're just going to do what we're doing -- no matter what they throw," the three-term senator said in San Jose when asked about the NRSC's new spending.

-- Maeve Reston