Political advertisements (even the rare ones that actually refer to facts) are full of fallacies. The appeal to emotion is clear. The “good guy” is shown shaking hands with a diverse group of people. He/she is fighting for justice, fairness, freedom, etc (all words that evoke positive emotion and passion.) The “bad guy” in the ad is always shown in black-and-white or grainy film with ominous music playing in the background. Fear tactics are clear as the opponent is charged with wanting to take away freedom, raise taxes, go to war, take away healthcare, destroy the economy, ruin the environment, free terrorists, etc. If your emotions aren’t fully charged after a 30 second ad, you might want to check your pulse.