0736 – Key Words to Highlight in Political Ads

2023.01.06 – 0736 – Key Words to Highlight in Political Ads

All styles usually have a script that is clean, clear and sharp, one which has a point of view to catch the attention and emotion of its target audience.  Common rhetorical devices will be used such as comparative balances (“the wealthy profited, and we paid”, “while they only care about their family, we care about yours”, “keep your tax dollars in Delaware, not in DC”), alliteration or rhyme (“problem solver, job creator”, “honesty and integrity”) and groups of three: “it’s the backbone of our community, our state and our economy”,  “irresponsible, reckless, corrupt”, “our future depends on jobs, jobs and more jobs”). So, look out for these and highlight them as directed.

Key words crop up regularly too, such as “business”, “jobs”, “truth”, and other references to money and accountability, which you will also need to draw attention to. 

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