Transfer 
Similar to testimonial, transfer depicts the candidate helping others or being endorsed by a group. He is depicted in the community or acting in a patriotic manner. 
http://www.youtube.com/watch?v=Clhv-ya9JJo 
In this video, Christie is shown around the community, helping out at schools, and shown near the New Jersey Board Walk. He wants people to know that he is reliable and helpful in the community. 
http://www.youtube.com/watch?v=pW6Pw50ux18
Bill Haslam is running for governor of Tennessee and in this ad he is talking to a group of people in a farmer's market and surrounded by food and friendly farmers. He is shaking people's hands and taking pictures with kids. 

Glittering Generality 
Politician's big, beautiful, broad claims. They may sound good, but will they really be carried out? 

Terry McAuliffe's claim is that he will put jobs first. He knows that the state of Virginia is having a hard time, and he can speak to those who are having a hard time finding a job- he will put their needs before his own. 

Charlie Christ, Democrat from Florida, claims in his add that he will provide leadership, that he will protect unborn children, he is fair,and that he will protect children and marriage. He says that he will do his part to defend the values of Floridians. 

Time for some testimonials! 
A testimonial is basically when a famous person backs up the credibility of the politician, and endorses him or her with a add or statement. 

In these two adds, Shaq is telling citizens that Chris Christie is the one to vote for, he is good for New Jersey. 

“I don’t endorse many politicians. But Chris Christie is different.  He is working with me to bring jobs back to our cities and on a new program to help kids in tough neighborhoods to get ahead. Governor Christie’s provided more funding for schools, given parents more choices in what schools their kids can go to, and merit pay for good teachers.” In the other add, Kerry Washington (actress) hosted a event in honor of candidate Barbara Buono. When celebrities endorse a politician, people notice and so does the press.

Name Calling- Oh the good ole' name game
Politicians resort to name calling because it 
a. it invokes fear 
b. it bolsters a person's argument 
c. it brings down the other candidate 
d. it is used out of jealousy
e. it is effective 

http://www.wcvb.com/news/politics/stupidhead-crisis-leads-to-namecalling/-/9848766/22285028/-/clq8p2z/-/index.html
"Ted Cruz is a fraud." "John B. is a lying thief."

Joe Lhota: Bully, an embarrassment, insider and Bureaucrat. These are examples of name calling in politics. This add also pulls on people's heart strings because of the Holocaust Survivor story. It is easy for people to name call, because most times all names or terms used are all false.

Time to play political card stacking! 
Political "card stacking" is a propaganda technique that is used to manipulate facts and to change the perception of a issue to benefit one side, and repress the other. 

In these examples, Bill De Balsio is claiming that Joe Lhota and his party are to blame for the government shutdown. The Statue of Liberty is very precious to American's, and He knew people would take offence to this fact. in the other picture, Chris Christie is pegging Buono with the facts on increased sales tax in New Jersey. 

Let's hop on the Bandwagon!!! 

In these examples; certain organizations or groups join in favor of a certain candidate or party. In the case of Buono, the firefighters of New Jersey are in her support! In the other example, she is encouraging raise in teacher's pay- not the governor's (Christie.) 

Our first topic is Plain Folks: in Chris Christie's advertisement, local business owners speak in favor of the governor. He said that Christie helped him build his restaurant back from the devastating effects of Hurricane Sandy, he also said that Christie helped him find the American Dream again, after it was crushed under the weight of Sandy. Christie is able to connect with locals, people who help fuel the economy, he is willing to lend a hand to those in need. 

https://www.youtube.com/watch?v=z_6QzH89eUs  

http://www.youtube.com/watch?v=EdnmUGZgolA

Barbara Buono speaks for the Plain Folks in NJ, she speaks on the minimum wage problems in the state. One man talks about how the minimum wage is "hardly enough to live on."