Humor can help candidates; but it can backfire

Associated Press Modified: March 31, 2012 at 5:15 pm •  Published: March 31, 2012
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WASHINGTON (AP) — Mitt Romney hit an off note when he told a "humorous" story about his dad shutting down a factory.

Robert De Niro managed to get both Newt Gingrich and the Obama campaign riled up when he joked at an Obama fundraiser that America isn't ready for a white first lady.

Texas Gov. Rick Perry, still nursing wounds from his failed presidential campaign, did himself a world of good with his self-deprecating jokes at a recent Washington dinner.

Done right, humor can be a huge asset for a politician. But it is fumbled easily in the overheated environment of a political campaign.

That may be why Romney's aides sent him to the "The Tonight Show" this past week with these instructions: "Don't try and be funny."

The Republican presidential front-runner largely complied, and that worked out just fine for him. But he apparently forgot his advisers' advice the next day when he attempted to be funny on a conference call with people in next-to-vote Wisconsin.

Romney recounted what he called a "humorous" story about the time his auto executive father shut down a factory in Michigan and moved it to Wisconsin. Later, when his dad was in a parade while running for Michigan governor, the marching band kept playing the University of Wisconsin fight song.

"Every time they would start playing 'On, Wisconsin! On Wisconsin!' my dad's political people would jump up and down and try to get them to stop," Romney said with a laugh.

A joke about closing factories? In this economy? What was he thinking?

Democrats pounced on it as fresh evidence that Romney is out of touch with the economic concerns of ordinary voters.

Jokes that might be funny another time often don't pass muster under the klieg lights of a presidential campaign.

De Niro attempted satire during a New York fundraiser headlined by Michelle Obama this month when he ticked off the names of the wives of the GOP presidential candidates and then joked that America wasn't "ready for a white first lady."

Donors roared their approval. But by the next morning, Gingrich was calling the racial reference to the Republican wives "inexcusable" and the chastened Obama campaign was labeling the actor's comments "inappropriate."

De Niro at first declined to comment but ended up apologizing — sort of.

"My remarks, although spoken with satirical jest, were not meant to offend or embarrass anyone — especially the first lady," he said in a statement.

President Barack Obama, for his part, has had better luck using humor to deflect questions about his own vulnerabilities — real or perceived.

During a St. Patrick's Day reception this month, Obama was presented with a certificate of Irish heritage by the Irish prime minister.

"This will have a special place of honor alongside my birth certificate," Obama deadpanned, deftly sending the message that any lingering doubts about where he was born are nothing but a joke.

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