Political Ad Theater: American Action Network’s “A New Path Forward” Ad

Now that GOP lawmakers have started the ball rolling of repealing the Affordable Care Act (aka Obamacare), they now have to defend that move to the American public.



Last week Donald Trump was sworn in as the 45th President in the United States. And within hours of Trump becoming president, he started the process of dismantling parts of the Affordable Care Act (aka Obamacare) through the use of executive orders. While this shouldn’t come as a surprise to anyone, considering one of his tent-pole issues on the campaign trail was to repeal Obama’s healthcare mandate, the problem that the Trump administration (along with Congressional Republicans) have is selling the general public on the idea of repeal.


Which isn’t necessarily the easiest sell.


Many health experts have chimed in saying that President Trump’s executive order would cause further instability in an already shaky insurance marketplace, add that to the Congressional Budget Office estimating the a partial repeal of the ACA would cause 27 million people to not have health insurance and suddenly the dismantling of the ACA becomes harder to sell. Keeping all that in mind, suddenly the American Action Network’s ad blitz of trying to frame the dismantling of the ACA as a “new way forward for American healthcare” makes much more sense!


For those that don’t know, the American Action Network is an advocacy group based out of DC, that promotes center-to-right wing policies. Based on their recent ad buys, one of their biggest pushes looks to be selling the repeal of the ACA in districts where GOP incumbents and committee heads that are the most vulnerable. Digital ads – like the one shown below – strike a similar tone to the $1 million TV ads being dumped across 15 political districts; to reframe the discussion of repealing the ACA as creating “better coverage, lower costs, and more choices.”


At this point, major parts of the ACA will be repealed due to Republicans controlling both chambers of Congress and Trump being in the White House, the question is whether the public will be as enthusiastic as the GOP have been on the repeal.




(Video Credit: American Action Network’s YouTube Channel)


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