Tommy Tuberville (Republican) and Doug Jones (Democrat) are the candidates for governor of Alabama in the November 3, 2026 general election. Semblen has analyzed 42 ads in this race; 27 used at least one manipulation technique, most often loaded language and name calling.
Tommy Tuberville (REP), Doug Jones (DEM). On the ballot as listed by Alabama Secretary of State, State Certification of Republican Party Candidates, 2026 General, Alabama Secretary of State, State Certification of Democratic Party Candidates, 2026 General. 42 ads analyzed, 27 with at least one technique in the copy. Newest first. The paid-for-by line is the advertiser's own filing. Updated 2026-10-08.
As of 2026-10-08. Counts are of distinct ads; the same text run many times is one ad.
A small box with these findings and the newest ads, updated as new ads are analyzed. Free for newsrooms, blogs and campaigns alike; it links back here.
An email when new ads come in from either side or the outside groups: the techniques, the words doing the work, and who paid. And each debate's analysis the morning after. One-click unsubscribe.
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Each side is the campaign plus the groups backing it. How a group is placed is explained below the table.
| Side | Ads | With at least one technique | Most common |
|---|---|---|---|
| Tuberville (R) | 31 | 22 of 31 (71%) | Loaded Language (18), Name Calling (13), Appeal to Prejudice (11) |
| Tuberville's campaign | 5 | 5 of 5 | Loaded Language (4), Appeal to Prejudice (3), Black-and-White Fallacy (3) |
| 1 group backing Tuberville | 26 | 17 of 26 (65%) | Loaded Language (14), Name Calling (11), Appeal to Fear (8) |
| Jones (D) | 6 | 2 of 6 | Loaded Language (2), Appeal to Fear (1), False Urgency (1) |
| All from the campaign; no ads here from groups placed on this side. | |||
| Not placed on a side (2 sponsors) | 5 | 3 of 5 | Name Calling (3), Appeal to Prejudice (2), Loaded Language (2) |
Read this before comparing the sides. Ads that attack an opponent use these techniques far more often than ads that introduce a candidate, whoever runs them, so the side running more attack ads shows a higher share. A technique is about wording, not about whether an ad is true. These are online ads only (Meta and YouTube), not television.
| Paid for by | Side | Ads | With at least one technique | Most common |
|---|---|---|---|---|
| ALABAMA REPUBLICAN PARTY | Tubervillethe party's own committee | 26 | 17 of 26 (65%) | Loaded Language (14), Name Calling (11), Appeal to Fear (8) |
| Doug For Alabama | Jonesthe campaign | 6 | 2 of 6 | Loaded Language (2), Appeal to Fear (1), False Urgency (1) |
| TUBERVILLE FOR GOVERNOR INC | Tubervillethe campaign | 5 | 5 of 5 | Loaded Language (4), Appeal to Prejudice (3), Black-and-White Fallacy (3) |
| New Southern Majority IE PAC | — | 4 | 3 of 4 | Name Calling (3), Appeal to Prejudice (2), Loaded Language (2) |
| SOUTHEAST LEGAL MARKETING, LLC | — | 1 | 0 of 1 |
How a group is placed: by its own filings with the Federal Election Commission. A group is with a candidate when it reported spending to support that candidate, or to oppose the other one in the general election. The parties' own committees are with their nominee. Spending against a candidate in a primary places a group nowhere, and neither does our reading of its ads: a group with no such filing is listed as not placed. The sponsor table gives the reason for each.
Not everyone would call every technique manipulation. Untick the ones you'd call ordinary persuasion and the count updates.
64% of the 42 ads here use at least one of the techniques ticked below (27 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 64% of ads.
The words that show up most in phrases our model flagged as loaded language or name calling in this race's ads, by number of ads.
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Candidates for governor report their fundraising to Alabama's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
42 ads, newest first. Video transcripts are shown as the model read them, without caption cues like [music].
Showing the 4 ads paid for by New Southern Majority IE PAC. Show all 42 ads
Tommy Tuberville wants Alabama to “do data centers.” Here’s what that sounds like. Prefer the sound of wildlife, running water, and lower electricity bills? It’s Alabama’s turn to be heard. Vote by November 3rd.
Tommy Tuberville says concerns about data centers are “bullcrap.” It should be up to Alabamians if a data center is built in their backyard. Not a shadowy developer. Not a billionaire tech CEO. And not a governor who already decided our concerns are bullcrap. Vote by November 3rd.
Loaded Language: The word 'shadowy' carries a sinister, conspiratorial connotation designed to trigger distrust rather than convey factual information — for example: shadowy developer and already decided our concerns are bullcrap.
Conspiracy Appeal: Describing a developer as 'shadowy' implies hidden, secretive, or sinister motives consistent with conspiracy framing — for example: 'shadowy developer'
Name Calling: Labeling someone a 'billionaire tech CEO' is used as a derogatory shorthand to discredit them by class association rather than addressing their arguments — for example: 'billionaire tech CEO'
Appeal to Prejudice: Invoking 'billionaire tech CEO' exploits in-group/out-group resentment, positioning wealthy tech elites as an out-group opposed to ordinary people — for example: billionaire tech CEO and our concerns are bullcrap.
Tommy Tuberville claimed he would donate every dime he made in Washington DC to veterans in Alabama. He hasn’t ... not even close. Veterans deserve better than Tommy’s lies. Alabama deserves a governor who stands by his word. Vote by November 3rd.
Appeal to Prejudice: Invokes veterans as a sympathetic in-group to generate emotional alignment against the named opponent — for example: "Veterans deserve better than Tommy's lies".
Name Calling: Uses the word 'lies' as a derogatory label to discredit Tommy rather than addressing specific policy disagreements — for example: "Tommy's lies".
Glittering Generalities: Uses vague, emotionally positive language about standing by one's word without specifying any concrete policy or action — for example: 'a governor who stands by his word'
An email when new ads come in from either side or the outside groups: the techniques, the words doing the work, and who paid. And each debate's analysis the morning after. One-click unsubscribe.
Semblen LLC · 5900 Balcones Drive STE 100, Austin, TX 78731
Who lies about supporting veterans? Tommy Tuberville. Tommy Tuberville claimed he would donate every dime he made in Washington DC to veterans in Alabama. He lied. They deserve it, and Alabama deserves better. Vote by November 3rd.
Loaded Language: The word 'lies' is emotionally charged and accusatory, framing the subject as dishonest without presenting evidence — for example: 'lies about supporting veterans'
Name Calling: The sentence functions as a direct accusatory label applied to Tommy Tuberville, identifying him as the liar implied in the rhetorical question without substantiation — for example: 'Tommy Tuberville'
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