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Appendix
Description of Advertisements Used in the Research
Ad #1. Barron Hill for IN Senate. Humorous ad claiming that Dan Cotes had excessively used
direct mail.
Ad #2. Bob Welch for WI Senate. Claim that Herb Cole uses “sleazy” political consultants and
promises to use “honest” ads.
Ad #3. Chuck Hytain for NJ Senate. Describes how he has balanced budgets and limited taxes.
Ad #4. Jessie Helms for NC Senate. Talks of Helms values compared to those of opponent,
Harvey Gant.
Ad #5. Jim Boren for OK Senate. Ad describing how Jim Inhoff “dances” with special interests
in Washington and takes contributions.
Ad #6. Richard Fischer for TX Senate. Describes the positive attributes of the candidate,
stressing integrity and toughness.
Ad #7. Bill Schuette for MI Senate. Talks of candidate’s values of honesty and hard work
versus other candidates.
Ad #8. Steve Beshear for KY Senate. “Citizens” directly criticize Mitch McConnell for negative
campaigning and misleading claims and tout endorsements.
Ad #9. Dan Cotes IN Senate. Humorous ad about how other states dump garbage in Indiana and
how Cotes has introduced a bill to stop it.
Ad #10. Roger Bedford for AL Senate. Criticizes Jeff Sessions for supporting the release of a
convict who then kills a mother.
Ad #11. Harry Lonsdale for OR Senate. Candidate speaks directly to the camera about
Washington special interests.
Ad #12. Ed Zschau for CA Senate. “News” report on the failings of Alan Cranston contrasted to
the candidate.
Convention