Republicans and Democrats are spending billions on ads – with very different messages

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aaround $10bn (£8.6bn) on ads so far. This is a staggering figure, which is more than the expenditure on the 2020 presidential election, and is almost triple Amount spent during the last medium period.

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Both sides – and their black money supporters – have splashed heavily on TV, digital and print advertising, but their focus has been very different.

For Democrats, abortion has been a major issue. The party spent almost 20 times more on abortion-related advertisements than it did in the mid-2018. NPR reported, For Republicans, there are different messages: Inflation, crime and taxes are out of control.


The result has been a dizzying atmosphere for the average American, where turning on the TV often sees both parties and their candidates talking directly to each other about different things.


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The issue of who should have control over women’s bodies has been front and center in many midterm races, after the conservative-dominated Supreme Court overturned the federal right to abortion in June.

Democrats have run more than 240 ads related to abortion rights to draw attention to the extreme positions of several Republican candidates. These largely focused on the personal stories of women who have had abortions. One of the most powerful ads has run in South Carolina, where Joe Cunningham, a Democrat, is bidding to defeat the state’s Republican governor, Henry McMaster.

In advertisementA woman named Fran tells that she was raped by two men when she was 12 years old. Later she finds out that she is pregnant. France was able to get an abortion because of Roe v Wade, then recently decided, which legalized abortion in the US.

“Roe vs. Wade gave me the opportunity to be a teacher, a mother, and a grandmother,” Fran says in the ad.

“I did what was best for an 88-pound 12-year-old with no other choice. I’m a survivor of rape: My body isn’t yours, and it’s not of the state, it’s mine — yet our governor, Henry McMaster Everyone wants to ban abortion.

In Pennsylvania, Democrats have repeatedly targeted Mehmet Oz, a celebrity doctor running for the US Senate as a Republican in opposition to abortion, and an ad launched in mid-October describes a Pennsylvania doctor That’s how, pre-row we weed, she was trained to treat victims of “back-alley abortions.”

“Often, women die. I thought those days were far behind us. But it is not so, with Mehmet Oz, ”says the doctor.

One of the most annoying ads of the entire election cycle is from Democratic Congressman Eric Swellwell of California.

It shows a family having dinner at home when two police officers arrest the mother for “illegal termination of pregnancy”. When her partner attempts to intervene, officers draw their guns at her, causing the couple’s young children to shout at the woman while handcuffed.

“Elections have results,” says a voiceover. “Prevent Republicans from criminalizing abortion everywhere.”

In contrast, Republicans spend a fraction of Democrats’ total spending on abortion ads. When candidates have addressed the issue, there has been a two-pronged approach: The ads have claimed, often spurious, that their Democratic opponents are very high on abortion, and that the Republican candidates themselves are moderate.

An ad that aired in Arizona in September, where Republican Blake Masters is hoping to win Mark Kelly’s Senate seat, managed to reconcile the two.

Her ad, titled Arizona’s Mark Kelly supporting painful late abortion, is full of mistrust and dishonest statements—a theme that has run through most TV commercials nationwide during the election campaign—incorrectly. Claiming that Kelly supports abortion is “right up to date”, and stating that despite being Republican, Masters himself has sought a “compromise” on the issue. be a supported offer which would ban all abortions without the exception of rape or incest.

Cplace to live

Republicans’ big spending has come on issues of living, including taxation and inflation, which hit a 40-year high of 9.1% in June and 8.2% in September. Across the country, Republican ads have blamed Joe Biden for the rise, often citing him as $1.9tn coronavirus relief bill He signed as Reason in March 2021.

In September, ads on inflation accounted for 32% of all pro-GOP ads, according to Wesleyan Media ProjectAnd in South Carolina, Republican Nancy Mays has linked not only Joe Biden, but also Nancy Pelosi, in a TV ad called Eggs, to rising prices of everyday items.

The ad shows Republican congresswoman Mace pouring a glass of milk and cooking some bacon. Both have increased in price, she notes: “I’ve done it with crazy inflation.”

As the advertising continues, the mess offers its own plan to reduce the cost of living. This is an unusual plan.

“Here’s what I’m going to do with Biden’s tax and spending agenda,” Mays says. She then cracks an egg and pours the ingredients into a frying pan.

Other ads have been less avant-garde. There’s also a clip of some beckoning with a gas pump in a running ad against Democratic Senator Raphael Warnock of Georgia, as does a breathless voiceover claiming that Georgia has been “hit hard by sky-high inflation.”

Economists agree that US rescue plan made inflation worse, Vox recently reportedBut there are varying estimates of how much, and others note that the plan improved the economy,

Meanwhile, Democrats haven’t done much in the way of pushing back. Wesleyan stated that inflation made up only 8% of advertisements for the party and its supporters, and that some Democratic leaders themselves. agree that their message has been disjointed.

However, the party is picking up on the idea, and has issued advertisements on the economy in the past week, including one in New Hampshire, which has been undermined by some unconvincing acting out:

Teathat party owners

In neat symmetry, both parties are seen running away from their leaders. According to Washington PostDemocrats have spent only $3 million on ads centering on Joe Biden since early September, and Republicans only $807,000 on ads highlighting Trump.

However, each party has run a lot of advertisements focusing on the bosses of their opposing party. Republicans blasted ad after ad criticizing Biden, mostly on spending during the pandemic. Considering Biden’s low approval rating – which is currently average Republicans across the country have sought to link Democratic candidates to the president – about 42%.

That effort probably contributed to the toughest ad of the entire campaign season: the case of Hidin Biden singing a song that went against Democratic congressman Sharise Davids in Kansas:

Complete with lyrics like: “Sherris Davids, What’s She Hidin’, Sherris Davids, She Hidin’ Biden”, the piano-driven tune highlights that David has often voted for Biden-backed policies. .

It’s a similar but less funny story in New Hampshire, where voters are warned that Maggie Hassan, the incumbent U.S. Senator being challenged by Don Bolduc, a Republican and an election denial“Vote with Joe Biden more than 96% of the time”:

Republicans are clearly banking that Biden is unpopular for turning voters away from candidates who have the least relation to the president. GOP, FiveThirtyEight. In form of Toldhas repeated this format Colorado, Michigan, ohio And Arizona,


According to the Washington Post, crime is the only issue where Republicans and Democrats come close to spending the same amount. Republicans, often pursuing a dystopian vision of cities plagued by murder and violent crime, have spent $49m on ads discussing crime since early September, compared to $36m invested by Democrats.

The number of homicides in major cities has declined so far in 2022, but it is above the 2019 numbers and a survey by Major Cities Chiefs Association found that violent crime increased by 4.2% in the first six months of this year compared to 2021.

This has given Republicans plenty of fodder to portray Democrats as soft on crime, with racist overtones, in some cases. “In individual states, such as Wisconsin and New Mexico, advertisements have labeled a black candidate as ‘different’ and ‘dangerous’ and blackened the hands of a white man because they viewed him as a criminal. featured,” The New York Times wrote Why trend?

Mandela is the subject of a Barnes Wisconsin ad, which ends with Barnes’ face next to Alexandria Ocasio-Cortez, Rashida Tlaib and Ilhan Omar — all women of color — while the words “different” and “dangerous” flash on the screen. Huh:

In Pennsylvania, Oz has run several commercials on crime, claiming that: “Today’s children are not safe in our communities.” One space, titled Crazy Dangerous Ideas, accuses Fetterman of “emptying our prisons” which, according to the ad, would lead to “more hardened criminals on our streets”:

Democrats, for their part, have run ads featuring themselves alongside police officers in an attempt to refute Republicans’ claims that leftists will discredit police forces.

Fetterman has created advertisements highlighting the work he has done to reduce violent crime in Braddock, where he spent 13 years as mayor, with a Featuring a Local Sheriff, Meanwhile, Barnes recruited a retired police sergeant for an ad in September:

“I served on the force for 30 years,” says a retired officer named Rick.

“I have seen a lot of politicians. But Mandela, he is the real deal. Mandela does not want to defame the police. He is very supportive of law enforcement. ,

With less than a week left for America to vote, it remains to be seen which party’s strategy will have the most impact.

In the weeks following the Supreme Court’s Roe v Wade decision, abortion rights became one of the most important Issues for voters – and with Democrats heavily invested…


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