Obama pulls ahead in swing states. But why?

President Barack Obama has opened up a lead over Republican challenger Mitt Romney in some swing states, according to a Quinnipiac poll released this week. He did this without any significant positive economic news.

President Barack Obama has opened up a lead over Republican challenger Mitt Romney in some swing states, according to a Quinnipiac poll released this week. He did this without any significant positive economic news.

Here are a few communications theories why:

Obama's negative Bain attacks are working.
Newt Gingrich's attacks on Romney's tenure at Bain Capital worked well in the Republican primaries, and there's evidence Obama's TV ads are doing the same. In 12 states, Romney's business career caused people to view him negatively, according to The Wall Street Journal.

Obama has reached Hispanic-Americans; Romney has not responded.
Hispanic support for the president has surged, with the number of Latinos saying they have “very positive” views of Obama jumping 10% since last month. This, of course, follows his announcement that he will halt deportations of illegal immigrants brought to the US as children.

However, the former Massachusetts governor has been criticized for his response from both sides. Romney has been slow to provide details on his immigration policy, which drifted far to the right during the Republican primary season. In a rare feat, Romney drew criticism on immigration from both The Huffington Post and conservative grand poobah Rush Limbaugh in the same week after the Supreme Court's decision on Arizona's immigration law.

However, the messages from both campaigns will change drastically on Thursday after the Supreme Court announces its decision on the Affordable Care Act.

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