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Worth noting:

“The standard tricks of political ads are no secret: Black-and-white imagery conveys negative associations, as does slow-motion video that makes people look like sloth-y monsters. Numbers, whether percentages or dollar amounts, included in mostly unqualified statements, convey the idea that something is factual, whether positive or negative. Smiling people surrounding a candidate conveys happiness, good times, and generally congenial thoughts. Close-ups on faces convey ugliness. Oh, and fear!”