JB Pritzker (Democrat), Darren Bailey (Republican) and Collin Corbett (independent) are the candidates for governor of Illinois in the November 3, 2026 general election. JB Pritzker is the incumbent. Semblen has analyzed 42 ads in this race; 18 used at least one manipulation technique, most often name calling and loaded language.
JB Pritzker (DEM, incumbent), Darren Bailey (REP), Collin Corbett (IND). On the ballot as listed by Illinois State Board of Elections, Candidate List, General Election 11/3/2026. 42 ads analyzed, 18 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. 1 ad from other advertisers shown separately below.
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.
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| Paid for by | Ads | With at least one technique | Most common |
|---|---|---|---|
| JB for Governor | 25 | 14 of 25 (56%) | Loaded Language (13), Name Calling (13), Appeal to Prejudice (7) |
| Illinois Policy | 7 | 0 of 7 | |
| Bailey for Illinois | 3 | 1 of 3 | Appeal to Prejudice (1), Loaded Language (1), Name Calling (1) |
| Citizens For Arellano | 1 | 0 of 1 | |
| Concerned Parents NFP | 1 | 1 of 1 | Appeal to Prejudice (1), Conspiracy Appeal (1), Exaggeration/Hyperbole (1) |
| Darren Bailey | 1 | 0 of 1 | |
| Illinois Family Action | 1 | 0 of 1 | |
| Illinois Republican Party | 1 | 1 of 1 | Bandwagon Appeal (1), False Urgency (1), Name Calling (1) |
| JB Pritzker | 1 | 0 of 1 | |
| State Rep. Bill Hauter | 1 | 1 of 1 | Appeal to Prejudice (1), Glittering Generalities (1), Loaded Language (1) |
Not everyone would call every technique manipulation. Untick the ones you'd call ordinary persuasion and the count updates.
43% of the 42 ads here use at least one of the techniques ticked below (18 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 43% 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 Illinois'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 25 ads paid for by JB for Governor. Show all 42 ads
Time is running out! Return your mail-in ballot today to vote for JB Pritzker. Simply fill out your ballot, sign it, seal it, and drop it in the mailbox.
You have your ballot. Now what are you waiting for? Return it today to vote early for JB Pritzker. We’re counting on you, Illinois!
Here’s one easy thing you can do to shorten your to-do list. Vote for JB Pritzker and return your mail ballot today.
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
Darren Bailey does not just suck up to Trump. He’s in love with all of MAGA. “American Greatness” said Bailey takes a “Trumpian approach to political office.” He supported Trump’s harmful tariffs, and stayed quiet as prices continued to rise. Illinois deserves better.
Loaded Language: The phrase 'suck up to' is a derogatory, emotionally charged expression used to demean Bailey's relationship with Trump rather than describe it factually — for example: suck up to Trump, in love with all of MAGA and harmful tariffs.
Name Calling: Labeling Bailey as aligned with 'MAGA' is used as a derogatory label to discredit him rather than engage with his policy positions — for example: 'all of MAGA'
Card Stacking: The sentence selectively presents Bailey's support for tariffs and silence on prices as damning, omitting any context or counterarguments about the tariff policy or Bailey's actual statements — for example: 'supported Trump's harmful tariffs, and stayed quiet as prices continued to rise'
Glittering Generalities: The phrase 'Illinois deserves better' uses vague, emotionally positive language implying a noble standard without specifying what 'better' means or what alternative is being proposed — for example: 'Illinois deserves better'
From scandal to scandal, conspiracy to conspiracy, Darren Bailey has always stuck by MAGA’s side. Whether supporting Trump’s tariffs that have caused costs to skyrocket, or agreeing with his extreme immigration enforcement policies, Darren Bailey will always choose Mar-A-Lago over you.
Repetition: The parallel structure 'from scandal to scandal, conspiracy to conspiracy' repeats loaded negative words to reinforce a damaging image of Bailey — for example: 'scandal to scandal, conspiracy to conspiracy'
Name Calling: The label 'MAGA' is used as a derogatory political tag to discredit Bailey by association rather than addressing his positions on their merits — for example: 'stuck by MAGA's side'
Loaded Language: Words like 'scandal' and 'conspiracy' are emotionally charged terms chosen to trigger a negative reaction toward Bailey rather than convey specific factual information — for example: scandal, conspiracy and skyrocket.
Black-and-White Fallacy: The sentence frames Bailey's choices as binary: either Mar-A-Lago (Trump/elites) or 'you' (the voter), leaving no room for nuance or alternative interpretations of his positions — for example: 'will always choose Mar-A-Lago over you'
Appeal to Prejudice: The phrase 'choose Mar-A-Lago over you' exploits in-group/out-group identity by implying Bailey sides with wealthy elites against ordinary voters — for example: 'choose Mar-A-Lago over you'
Card Stacking: The sentence presents only negative consequences of Trump's tariffs ('costs to skyrocket') and labels immigration enforcement as 'extreme' without acknowledging any counterarguments or alternative perspectives — for example: 'tariffs that have caused costs to skyrocket'
Darren Bailey loves Trump and his cronies more than he loves Illinois. From defending Trump’s tariffs to spending time at Mar-A-Lago, Darren Bailey is married to MAGA.
Name Calling: The word 'cronies' is a derogatory label used to discredit Trump and his associates rather than address their policies — for example: cronies
Appeal to Prejudice: The framing implies Bailey is disloyal to Illinois residents by prioritizing an out-group (Trump/MAGA), exploiting in-group identity to trigger resentment — for example: loves Trump and his cronies more than he loves Illinois
Loaded Language: The phrase 'married to MAGA' uses emotionally charged language to imply an extreme, unbreakable ideological allegiance meant to trigger a negative reaction — for example: married to MAGA
Card Stacking: Selectively presents two specific behaviors (defending tariffs, visiting Mar-A-Lago) as conclusive proof of total ideological capture while omitting any other context about Bailey's positions — for example: From defending Trump's tariffs to spending time at Mar-A-Lago
Illinois earned its 12th credit rating upgrade since I took office. Better credit equals lower interest costs, which means less waste of taxpayer dollars – and more money back to working families.
Since Governor JB Pritzker took office in 2019, Illinois has earned 12 credit rating upgrades. This means lower interest rates for the state and millions of dollars in savings for Illinois’ taxpayers.
Darren Bailey has stood behind Trump while his tariffs and war in Iran cost Illinois families billions of dollars. In return, Trump is now endorsing Bailey for governor.
Citing “good fiscal management” under Governor JB Pritzker’s leadership, Illinois has received its 12th credit rating upgrade since Pritzker took office in 2019.
Dinosaurs and humans on Earth at the same time?! Just another lesson from the curriculum at Darren Bailey's school!
Name Calling: The phrase 'Darren Bailey's school' is used as a derogatory label implying that Bailey is responsible for some negative or embarrassing content, discrediting him without addressing any argument — for example: "Darren Bailey's school".
Since Governor JB Pritzker took office in 2019, Illinois has now earned 12 credit rating upgrades. This means lower interest rates for the state and millions of dollars in savings for Illinois’ taxpayers.
Darren Bailey has stood behind Trump every step of the way - even as his tariffs and war in Iran cost Illinois families billions of dollars. Trump even called him an "outstanding warrior" for supporting his agenda.
Darren Bailey has extreme ideas and he wants to bring those extreme ideas into classrooms across Illinois. He even founded a school that teaches a curriculum that says evolution isn't real and that slave owners were kind to their slaves.
Loaded Language: The word 'extreme' is used twice as an emotionally charged label to trigger a negative reaction rather than describe specific policy positions — for example: 'extreme ideas'
Repetition: The phrase 'extreme ideas' is deliberately repeated within a single sentence to reinforce a negative association through familiarity — for example: 'extreme ideas and he wants to bring those extreme ideas'
Appeal to Fear: The sentence invokes alarming claims about curriculum content — denial of evolution and a benign portrayal of slavery — to provoke fear and outrage about the subject's influence on children — for example: 'teaches a curriculum that says evolution isn't real and that slave owners were kind to their slaves'
Card Stacking: The sentence presents two extraordinary and unverified claims about the school's curriculum without sourcing or qualification, stacking them together to maximise negative impression while omitting any context or counterevidence — for example: 'evolution isn't real and that slave owners were kind to their slaves'
The school that Darren Bailey founded and operated teaches dangerous ideas about slavery. We can’t let Darren Bailey run our schools or our state. His ideas are way too extreme.
Loaded Language: The word 'dangerous' is emotionally charged and designed to trigger fear rather than describe the ideas factually — for example: 'dangerous ideas'
Appeal to Fear: The sentence creates anxiety about Bailey gaining power over schools and the state to pressure the audience into opposing him — for example: 'We can't let Darren Bailey run our schools or our state'
Black-and-White Fallacy: The sentence implies the only options are allowing Bailey to run things or stopping him entirely, with no nuance or middle ground — for example: 'We can't let Darren Bailey run our schools or our state'
Name Calling: Labeling Bailey's ideas as 'way too extreme' is a dismissive label used to discredit him without engaging with the substance of his positions — for example: 'His ideas are way too extreme'
This is real: the curriculum used by the school that Darren Bailey founded and operated—teaches that humans and dinosaurs lived on earth together. Darren Bailey’s prehistoric ideas have no place in Illinois schools.
Darren Bailey has some extreme ideas: Women are inferior to men, dinosaurs and humans lived at the same time, and there should be zero regulations when it comes to gun ownership. Darren Bailey is too extreme for our kids and he’s too extreme to lead Illinois.
Name Calling: The word 'extreme' is used as a derogatory label to discredit Bailey rather than engage with his positions substantively — for example: extreme ideas, too extreme for our kids and too extreme to lead Illinois.
Loaded Language: The term 'extreme' is emotionally charged and chosen to trigger a negative reaction rather than neutrally describe his positions — for example: 'extreme ideas'
Repetition: The phrase 'too extreme' is repeated twice within a single sentence to reinforce the negative label through familiarity — for example: 'too extreme for our kids and he's too extreme to lead Illinois'
Appeal to Fear: Invoking children as potential victims of Bailey's leadership creates anxiety to override rational evaluation of his candidacy — for example: 'too extreme for our kids'
Illinois is moving forward—but Darren Bailey wants to take us backward. Bailey is simply too extreme for Illinois. He supported banning books from schools, opposed capping healthcare costs, and would eliminate background checks for gun purchases. Illinois deserves leaders who keep our state moving forward.
Black-and-White Fallacy: The sentence frames the political situation as a binary: either moving forward or going backward, leaving no room for nuance or alternative positions — for example: 'moving forward—but Darren Bailey wants to take us backward'
Loaded Language: The phrase 'take us backward' is emotionally charged, implying regression and harm without specific factual grounding — for example: 'take us backward'
Name Calling: The label 'too extreme' is used as a derogatory tag to discredit Bailey rather than engage with his specific positions — for example: 'Bailey is simply too extreme for Illinois'
Card Stacking: The sentence selectively lists only negative positions attributed to Bailey without providing context, nuance, or any counterbalancing information — for example: 'supported banning books from schools, opposed capping healthcare costs, and would eliminate background checks'
Glittering Generalities: The phrase 'keep our state moving forward' is vague and emotionally positive but carries no specific policy meaning, functioning as rhetorical flourish — for example: 'leaders who keep our state moving forward'
Repetition: The phrase 'moving forward' is repeated from sentence 1 to sentence 4 as a deliberate rhetorical device to reinforce a positive contrast with Bailey — for example: "moving forward", "moving forward".
Darren Bailey is anti-choice, and has said he believes women should be inferior to men in the household. Spread the word: Darren Bailey is too dangerous for Illinois.
Loaded Language: The term 'anti-choice' is an emotionally charged political label designed to trigger a negative reaction rather than neutrally describe a policy position — for example: anti-choice
Name Calling: Using the label 'anti-choice' functions as a derogatory descriptor to discredit Bailey rather than engage with his actual policy positions — for example: anti-choice
Appeal to Fear: Describing Bailey as 'too dangerous for Illinois' creates anxiety about dire consequences if he is elected, designed to override rational deliberation — for example: too dangerous for Illinois
Bandwagon Appeal: The phrase 'Spread the word' is a call to mobilize collective action implying others already agree and pressuring the reader to conform and join the movement — for example: Spread the word
False Urgency: The imperative 'Spread the word' combined with the danger framing creates artificial urgency to act immediately without careful deliberation — for example: Spread the word: Darren Bailey is too dangerous for Illinois
Yes, Darren Bailey really said that about our city. The feeling is mutual - Chicago doesn’t need an out of touch extremist leading our state.
Loaded Language: Emotionally charged words chosen to trigger a reaction rather than convey facts.
Name Calling: Derogatory labels used to discredit a person or group rather than address their arguments. — for example: out of touch extremist.
Appeal to Prejudice: The phrase invokes Chicago's collective identity and in-group sentiment to frame Bailey as an outsider who doesn't belong — for example: 'our city', 'our state'
Darren Bailey would strip women’s rights in Illinois if given the chance. He is too extreme for Illinois.
Appeal to Fear: The sentence creates anxiety about a dire consequence (loss of women's rights) to provoke a fear-based reaction against the candidate — for example: "would strip women's rights in Illinois if given the chance".
Loaded Language: The phrase 'strip women's rights' uses emotionally charged language designed to trigger a strong negative reaction rather than convey a neutral policy description — for example: 'strip women's rights'
Name Calling: The label 'too extreme' is used as a derogatory characterization to discredit Bailey without addressing specific arguments or policies — for example: 'too extreme for Illinois'
Appeal to Prejudice: The phrase invokes in-group identity by implying Bailey does not belong or fit with the values of Illinois residents, exploiting regional identity — for example: 'too extreme for Illinois'
Prices continue to rise under Trump, but Darren Bailey is more focused on hating Chicago. How could someone who hates Illinois’ largest city so much run for governor of our great state? Darren Bailey needs to start focusing on the issues and stop insulting the people of Illinois.
Loaded Language: The word 'hating' is emotionally charged and attributes an extreme emotional stance to Bailey without factual support — for example: hating Chicago, our great state and insulting the people of Illinois.
Appeal to Prejudice: The framing of 'our great state' invokes in-group identity to position Bailey as an outsider who does not belong — for example: 'our great state'
Name Calling: Repeatedly characterizing Bailey as someone who 'hates' Chicago is a derogatory label used to discredit him rather than address his policy positions — for example: 'hates Illinois' largest city so much'
Yes, he really said that. Instead of fighting for the women of Illinois, Darren Bailey compared abortion to the Holocaust. Darren Bailey is too extreme for Illinois.
Loaded Language: Emotionally charged words chosen to trigger a reaction rather than convey facts. — for example: fighting for the women of Illinois.
Name Calling: Derogatory labels used to discredit a person or group rather than address their arguments. — for example: too extreme for Illinois.
Appeal to Prejudice: The repeated invocation of 'Illinois' frames Bailey as an outsider to the community's values, appealing to in-group identity — for example: too extreme for Illinois
When Darren Bailey insults Chicago, he insults all of us. A real hell-hole would be living under Darren Bailey’s leadership while he tries to strip away our rights and bows down to Trump. He cannot be governor of Illinois.
Appeal to Prejudice: The sentence frames an insult to Chicago as an insult to a collective 'us', invoking in-group identity to generate solidarity against Bailey — for example: 'he insults all of us'
Loaded Language: The phrase 'hell-hole' is an emotionally charged, derogatory term used to provoke a visceral reaction against Bailey's hypothetical leadership — for example: 'A real hell-hole would be living under Darren Bailey's leadership'
Appeal to Fear: The sentence warns of dire consequences — loss of rights — under Bailey's leadership to generate anxiety and opposition — for example: 'he tries to strip away our rights'
Name Calling: Describing Bailey as someone who 'bows down to Trump' is a derogatory characterization meant to discredit him by association rather than address policy — for example: 'bows down to Trump'
Black-and-White Fallacy: The absolute declaration that Bailey 'cannot be governor' presents the situation as having only one acceptable outcome, leaving no room for nuanced evaluation — for example: 'He cannot be governor of Illinois'
Nothing beats Chicago in the Summer. But Darren Bailey called Chicago “a crime-ridden, corrupt, dysfunctional hell-hole.” Has he even been to Chicago?
Paid posts that ran in IL and name a candidate, from advertisers that aren't part of this race: news-style pages, campaigns for other offices, and others. They're shown here for completeness and not counted with the ads above. We show the same technique analysis; their claims are not checked.
Chicago Impact News: news-style page
DuPage County can now invest directly in affordable and missing-middle housing after Gov. JB Pritzker signed the NITA Act. The law also confirmed that DuPage's previously approved capital projects survived the state's nearly $56 billion FY2027 budget process, so existing funding keeps flowing instead of expiring. See what it means for the county.
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