Wes Moore (Democrat), Dan Cox (Republican), Andy Ellis (Green) and Cathy White (Working Class) are the candidates for governor of Maryland in the November 3, 2026 general election. Wes Moore is the incumbent. Semblen has analyzed 34 ads in this race; 21 used at least one manipulation technique, most often glittering generalities and loaded language.
Wes Moore (DEM, incumbent), Dan Cox (REP), Andy Ellis (GRE), Cathy White (WCP). On the ballot as listed by Maryland State Board of Elections, 2026 certified general election ballot. 34 ads analyzed, 21 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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| Paid for by | Ads | With at least one technique | Most common |
|---|---|---|---|
| Wes Moore for Maryland | 16 | 9 of 16 (56%) | Glittering Generalities (5), Name Calling (4), Appeal to Fear (3) |
| Dan Cox for Governor | 7 | 5 of 7 | Glittering Generalities (5), Appeal to Prejudice (2), Black-and-White Fallacy (2) |
| Wes Moore | 6 | 5 of 6 | Glittering Generalities (3), Loaded Language (3), Appeal to Prejudice (2) |
| Campaign Donations for Andy Ellis | 1 | 0 of 1 | |
| FLOWERS FOR MARYLAND | 1 | 1 of 1 | Bandwagon Appeal (1), False Urgency (1), Glittering Generalities (1) |
| Friends of Ron Watson | 1 | 0 of 1 | |
| The Baltimore Banner | 1 | 0 of 1 | |
| The MSEA Fund for Children and Public Education | 1 | 1 of 1 | Bandwagon Appeal (1), Glittering Generalities (1) |
Not everyone would call every technique manipulation. Untick the ones you'd call ordinary persuasion and the count updates.
62% of the 34 ads here use at least one of the techniques ticked below (21 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 44% 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 Maryland's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
34 ads, newest first. Video transcripts are shown as the model read them, without caption cues like [music].
Wes Moore and Dan Cox each questioned the other’s truthfulness. How did their own statements hold up? We checked nine claims from Maryland’s governor debate.
There is nothing that I take more seriously than public safety. There's nothing that I take more seriously than making sure that people can feel safe in their neighborhoods, in their communities, and in their own skin. I take accountability very seriously, and the people of Maryland know that. We've made the largest investments in local law enforcement in our state's history, and we are having among the fastest drops in violent crime in America. But I know that there is still more work to do, and I know that because I know people like Crystal Gonzalez, whose daughter was killed in a July 4th party. And I promised Crystal that I would not rest until no parent has to feel the pain that she is feeling. And so there is nothing that we will not do to make sure that accountability comes to violent offenders, but also making sure that we can actually focus on rehabilitation, because I was one of those kids. I had a kid I had handcuffs on my wrist by the time I was 11 years old. And for kids like me, making sure that we can create pathways for them to imagine themselves in spaces bigger than where they're in right now has got to be important. It's got to be about both accountability and opportunities for young people. Okay, so
Glittering Generalities: The phrase invokes 'public safety' as a vague, emotionally positive value without any substantive policy detail — for example: nothing that I take more seriously than public safety, making sure that people can feel safe in their neighborhoods, in their communities, and in their own skin and I take accountability very seriously.
Repetition: The phrase 'nothing that I take more seriously' is repeated from sentence 1 to sentence 2 as a deliberate rhetorical device to reinforce the speaker's image — for example: "There is nothing that I take more seriously than public safety", "There's nothing that I take more seriously than making sure".
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
My definition of patriotism was when I put on the uniform of this country and I served overseas. Mr. Cox's definition of patriotism was putting on a red cap. Oh, please. And then being able to bust people down to the capital on January 6th. It is not "Oh please." It's that when I had a chance to express my patriotism, I used it to protect us. When you had a chance to express your patriotism, you used it to try to destroy us. That's a lie.
Loaded Language: The word 'patriotism' is used as an emotionally charged term implying a duty or loyalty standard, while 'destroy us' is an extreme, emotionally loaded phrase — for example: 'destroy us'
Black-and-White Fallacy: The sentence implies that the only two options were to express patriotism or to destroy 'us', leaving no room for any other interpretation of the action — for example: 'you used it to try to destroy us'
Appeal to Prejudice: Invoking 'patriotism' as a standard of in-group loyalty and framing the subject's actions as a betrayal of that in-group identity — for example: 'express your patriotism'
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
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I I I know these are uncertain times and I know that sometimes the politics of of lies and division can make us feel like nobody is listening. And I know that because I'm in our communities every single day and the message is very clear. We need leaders who are fighting for you and not just focusing on fighting each other. That despite the chaos and the corruption that we have seen in Washington DC, I have never been more confident in Maryland's future. But my confidence in Maryland's future is not a blind faith. I was raised right by my family. I was trained right by the United States Army. And I worship a mighty God. In our second term, we're going to make sure we're growing and diversify our economy off of Washington DC. We're going to make life more affordable for Marylanders. We're going to make our public schools the best in America. And we'll continue to have the greatest public safety turnaround story in the country. I'm honored to be your governor. And I know the job isn't done.
Loaded Language: The words 'chaos' and 'corruption' are emotionally charged terms used to characterize Washington DC negatively — for example: 'the chaos and the corruption that we have seen in Washington DC'
Glittering Generalities: Vague positive promise about affordability with no specific policy detail, functioning as rhetorical flourish — for example: make life more affordable for Marylanders and make our public schools the best in America.
Exaggeration/Hyperbole: Claiming schools will be the absolute best in the entire country is an extreme superlative claim unsupported by evidence — for example: the best in America and greatest public safety turnaround story in the country.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
That alone could save Medicaid, and I'm going to do it. Secondly, as to SNAP, same exact issues. There were 1,858 people incarcerated receiving SNAP. And and one person apparently won a $2 million lottery. This is outrageous. We need We need common sense again to make sure our budget is cared for. We didn't have these issues under Governor Hogan and and our budget director David Brinkley. We're having them now because of the kind of mismanagement that you're seeing. Governor Moore. Uh Governor Hogan called you a QAnon wack job. And said he would never support you because because he didn't think that you were fit to lead. And so let's let's let's get some accurate numbers here. The SNAP error rate was actually second highest in the country when I came on as governor. And now, during our time, Maryland has had amongst the fastest drops in SNAP error rate in the United States of America. But, you know, making sure you're fixing the SNAP error rate is one thing. Making sure you're also dealing with a federal administration who seems to be perfectly comfortable with trying to kick hundreds of thousands of people off of health care. And seems perfectly comfortable with kicking trying to kick over 680,000 kids off of food assistance. The support of the big beautiful bill, the support of this Trump agenda, an agenda that you have said that you support 100%. This is brutal, and it is brutality. And we have to make sure we are protecting the health and the welfare and the safety of our people. And and cutting SNAP, Medicaid, and cutting and cutting health care is not the way we're going to do it.
Name Calling: The phrase 'QAnon wack job' is a derogatory label used to discredit a person — for example: QAnon wack job
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
🚨BREAKING: President Trump just barred me from speaking at an event in Baltimore. I was going to announce thousands of new, good-paying jobs for Marylanders – something that should be worth celebrating, regardless of party. This should have been a moment focused on what we’ve delivered for Maryland. Instead, Trump made it about himself. I’m never going to let Donald Trump stand in the way of the work we’re doing, but I need supporters like you with me in this fight. My opponent is Trump’s hand-picked candidate in Maryland, and the resources we have right now will determine who wins in November. Will you chip in $5, $10, or whatever you can today to help me fight back?
Let me be clear: I will not bow down to anyone. President Trump barred me from speaking at an event in Baltimore announcing a new manufacturing facility – a project that will create thousands of good-paying jobs for Marylanders. Why? Because I’ve never been afraid to stand up to him when his agenda hurts the people I was elected to serve. Trump can play political games all he wants. He can try to shut me out. But he cannot stop the progress we’re making here in Maryland – and he certainly can’t intimidate me into silence. I’m going to keep standing up for Maryland no matter who comes after me. If you’re with me, can you chip in to help me keep fighting?
Glittering Generalities: The phrase 'the people I was elected to serve' invokes vague noble ideals of democratic duty and public service without specifying any concrete policy or action — for example: 'the people I was elected to serve'
When I look at national politics today, it's so angry and divisive. But I got to tell you, that's not what I'm about. So, I don't come from a political background. I wasn't born into a wealthy or a powerful family. When I ran for governor, I saw a system that wasn't working for many families. So, we got right to work. For years, crime was out of control. Now in Maryland, violent crime is at a 40-year low. With utility companies making record profits while our bills keep going up, we're fighting back and delivering relief for every household. And we said that our kids deserve the best education in the country. So, we made historic investments in our public schools, we've cut the teacher vacancy rate in half, and improved test scores in math and reading. But our work isn't done. So, maybe in Washington, it's about tearing people down. But here in Maryland, we lift our people up, and we leave no one behind.
Exaggeration/Hyperbole: The claim that crime was 'out of control' is an overstatement that lacks specificity and exaggerates the severity of past conditions — for example: 'out of control'
Loaded Language: The phrase 'fighting back' uses emotionally charged language to frame the speaker as a defender against corporate exploitation, triggering a reaction rather than conveying neutral facts — for example: 'fighting back'
Glittering Generalities: The phrase 'best education in the country' is a vague, emotionally positive superlative that sounds noble but lacks specific meaning or measurable definition — for example: best education in the country
Black-and-White Fallacy: Sets up a binary contrast between Washington (bad) and Maryland (good), implying only two possible approaches exist — for example: maybe in Washington, it's about tearing people down
Appeal to Prejudice: Uses 'our people' and 'here in Maryland' to invoke in-group identity and contrast it favorably against an out-group (Washington) — for example: here in Maryland, we lift our people up
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
Wes here. I just got some tough news from my finance team. We’re falling short of where we need to be to fund our plans through Election Day. And with just a few weeks left to reach critical voters, I’m not willing to cut back our outreach efforts when it matters most. I’m counting on grassroots supporters like you to help us close the gap. Will you chip in $5, $10, or whatever you can to support my re-election in Maryland?
It's any mother's worst nightmare. My daughter was killed when she was just 18 years old. I knew my baby deserved more, so I started making phone calls. I needed our leadership to know what violence has done to me and my family. And Governor Moore didn't just listen to me, he heard me. He got into office and then he tried something new. He actually worked with everyone. He made record investments in law enforcement and he worked with the community. Now, homicides in Maryland are at a 40-year low. We've got more work to do, but Wes Moore is doing it.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
Hey, it’s Governor Wes Moore. Every few months, campaigns like mine face a big test: Our end-of-quarter fundraising deadline. This is our final end-of-quarter deadline before Election Day and we’re tracking behind our $100,000 goal. Significantly behind. If we fall short of our goal, Dan Cox and his MAGA allies will seize on it as proof they can outspend us, flip this seat, and roll back the progress we’ve made together. But if we rise to the challenge, it proves Marylanders and folks around the country are ready to keep leading the way — with a campaign powered by people, not PACs. So, can I count on you to donate $10 today to help us finish this quarter strong? Thank you.
Appeal to Prejudice: The phrase invokes in-group identity by framing 'Marylanders and folks around the country' as a unified people-powered movement, implying a contrast with PAC-backed insiders — for example: Marylanders and folks around the country are ready to keep leading the way
Glittering Generalities: Vague, emotionally positive framing around 'leading the way' and 'powered by people' evokes noble ideals without substantive meaning — for example: a campaign powered by people, not PACs
📺 Help keep our ads on air! We just released our first ad of the general election highlighting our first-in-the-nation law to ban grocery stores from using YOUR data against you to charge higher prices for food. Now it’s time to get this message in front of the voters we need to win this November and make sure they know we’re fighting to lower costs for working families here in Maryland. But TV ads are expensive, and we need your help to stay on air. Will you chip in $5, $10, or whatever you can right now?
▶️ Have you seen our latest ad? Our first ad of the general election is officially on air. With Election Day right around the corner, it’s critical that we keep this message on voters’ screens and show Marylanders exactly how we’re fighting to lower costs for working families before they cast their ballots. Will you pitch in right now to keep us on air?
Omar Lazo is endorsed by MCPS educators and Gov. Wes Moore. Vote to put our students, educators, and schools first!
Bandwagon Appeal: The endorsement by educators and a governor is used to imply broad, authoritative support, pressuring the reader to align with the crowd — for example: endorsed by MCPS educators
Glittering Generalities: Vague emotionally positive framing around 'students, educators, and schools first' implies noble values without specifying any concrete policy or action — for example: put our students, educators, and schools first
Congratulations to the Hyattsville/Landover MD Alumni Chapter of Kappa Alpha Psi Fraternity, Inc. on the Grand Opening of the Kappa Community Development Center (KCDC) in Bowie Maryland. For more than a century, Kappa Alpha Psi Fraternity, Inc. has believed in achievement in every field of human endeavor. And for generations, that belief has been put into action through Guide Right - our national service initiative dedicated to the educational and occupational guidance of young people. We are excited to bring our flagship Kappa League program to this community and to expand it throughout the County. KCDC looks forward to developing leadership, encouraging academic achievement, providing mentoring, and helping young people prepare to make constructive contributions to their communities. Special thanks to our Governor Wes Moore, Comptroller Brooke Lierman, and our State Treasurer Derek Davis who I was proud to work with to make this a reality. I also want to thank County Executive Aisha Braveboy, U.S. Senator Alsobrooks, Charles County Commissioner President Rueben Collins, Council Member Tim Adams, and Bowie Mayor Mike Esteve for their support and participation during our Grand Opening. Kappa's Making a Difference!
I’m proud of what we’ve accomplished in Maryland – but we’re just getting started. Will you chip in to support my re-election and invest in the future we’re building together?
Glittering Generalities: Vague positive framing about accomplishments without specifying what was achieved, using emotionally resonant but substanceless language — for example: what we've accomplished and the future we're building together.
Bandwagon Appeal: The phrase 'building together' implies a collective movement the reader should join, subtly pressuring conformity through a sense of shared momentum — for example: 'invest in the future we're building together'
Investing in our movement is worth the money. Here’s why: Your support in our movement so far has helped us raise the minimum wage, lower taxes for the middle class, deliver paid family and medical leave, and cut red tape to help businesses open and succeed. But Dan Cox and his MAGA allies will stop at nothing to make me a one-term governor. They're ready to tear back all of the progress that we've made together. I need your help to make sure that they don't succeed. Will you chip in $10 today so we can continue building a better future?
Name Calling: The label 'MAGA allies' is used as a derogatory political tag to discredit opponents rather than address their arguments — for example: MAGA allies
Loaded Language: The phrase 'stop at nothing' implies extreme, ruthless behavior designed to trigger an emotional reaction — for example: stop at nothing and tear back all of the progress.
Appeal to Fear: The sentence warns that all progress will be reversed, creating anxiety about dire consequences if opponents succeed — for example: tear back all of the progress that we've made together
False Urgency: The call for help framed around preventing opponents from succeeding implies an urgent, time-sensitive need to act — for example: I need your help to make sure that they don't succeed
Our campaign just reached a huge milestone: 50,000 donors. We got here because people like you stepped up and chipped in whatever they could, a few bucks at a time. That’s how we’ve built this campaign from day one – together. We don’t rely on special interests or billionaires writing big checks. We rely on grassroots donors like you. With Election Day right around the corner, we want to grow this grassroots team to 75,000 donors before November. Will you chip in today and be one of the 25,000 supporters that gets us there?
Glittering Generalities: The word 'together' is used as a vague, emotionally positive term to evoke unity and solidarity without substantive meaning — for example: together
Appeal to Prejudice: Contrasts 'us' (the campaign) against an out-group of 'special interests or billionaires' to foster in-group identity and distrust of elites — for example: special interests or billionaires writing big checks
Bandwagon Appeal: Frames the reader as part of a collective 'grassroots donors' movement, implying that ordinary people are already participating and the reader should identify with and join them — for example: grassroots donors like you
We need a statewide ban on data centers. The people of Maryland are clear, and so are we. Don’t be distracted by Democratic and Republican candidates for governor . Vote Green, Andy Ellis for Governor, to say you want a statewide data center ban.
Let me tell you about Jane. She recently became the 50,000th person to donate to our campaign. That’s a milestone I’m incredibly proud of, not for the number itself, but because of what it represents: 50,000 people who believe in the future we’re building in Maryland. We’ve made a lot of progress over the past four years – but we’re not done yet. Our next goal is 75,000 donors before Election Day. Will you join Jane and chip in to support my re-election today?
Great Pizza. Better People. Team Berney joined our friend Dan Cox in Columbia for his Howard County Meet & Greet at Grotto Pizza—and what a night! Great conversation with Nick Krop, Valerie Cox, Bob Cockey, Lisa Kim, Chuck Linton, Dominic Martin, and a whole room full of patriots and friends. Even a couple of Baltimore Banner reporters stopped by! I had a blast talking politics and current events. But here's the bottom line: COMMON SENSE IS UNDER ATTACK IN MARYLAND. Dan and I are in the fight—and with around 50 days to go, we need YOU. 👉 Share this post. 👉 Talk to your friends and neighbors. 👉 Help us get the message out. 👉 Support the campaign if you can. We don't need more liberal nonsense. We need common sense. We need courage. We need action. LET'S GET ’R DONE! Check out the pics—and SHARE them! #wcbm #WBAL #WMAL #fox45 #flowersformaryland
Name Calling: The phrase 'liberal nonsense' uses a derogatory label to dismiss a political group without engaging their arguments — for example: liberal nonsense
Loaded Language: The word 'nonsense' is emotionally charged and dismissive, designed to trigger contempt rather than convey factual information — for example: liberal nonsense
Glittering Generalities: The phrase 'common sense' is a vague, emotionally positive term used as rhetorical flourish without any specific policy substance — for example: common sense and We need courage.
False Urgency: The call for 'action' without specifics creates a sense of urgency designed to bypass deliberation — for example: We need action and LET'S GET 'R DONE!.
Bandwagon Appeal: The directive to 'SHARE them!' pressures readers to spread the message by implying collective participation is expected — for example: SHARE them!
I’m personally picking up the phone to say thank you to my supporters for standing with me in the fight for Maryland’s future. Every single contribution to this campaign shows that supporters like you believe in what we’re building together – and that you’re with us as we take on MAGA extremist Dan Cox this November. Will you chip in $5, $10, or whatever you can today to support my re-election in Maryland? You might just end up on a list of supporters I FaceTime to say thank you!
Name Calling: Dan Cox is labeled 'MAGA extremist' to discredit him through a derogatory label rather than addressing his positions — for example: MAGA extremist Dan Cox
Bandwagon Appeal: The phrase implies that contributing places the reader among a group of believers, pressuring conformity through collective identity — for example: supporters like you believe in what we're building together
Black-and-White Fallacy: The framing implies you are either 'with us' taking on Cox or not, presenting a binary choice with no middle ground — for example: you're with us as we take on MAGA extremist Dan Cox
False Urgency: The reference to 'this November' creates a time-bound pressure to act now before the deadline passes — for example: this November
📞 Ring ring ... Wes is calling! Our campaign is fueled by grassroots supporters like you who believe in our mission and are willing to power our work with a contribution. This campaign wouldn’t be possible without you, so Wes is FaceTiming a few supporters to say thank you! Want a chance to get a call from Wes and tell him what’s on your mind? Chip in any amount right now, and you might hear from him soon.
HE FAILED. Marylanders don’t need more excuses. We need results. The Key Bridge was a vital connection for our workers, families, Port, and economy. Maryland deserves leadership that demands accountability, cuts through delays, and gets critical infrastructure moving. Rebuild the Key Bridge. Get Maryland moving again. Demand results, not excuses! It’s time to BUILD IT.
Glittering Generalities: Vague, emotionally positive appeals to 'leadership' and 'accountability' without specifying what actions or policies are meant — for example: demands accountability
False Urgency: The imperative 'Demand results' combined with the dismissal of 'excuses' creates artificial pressure to act immediately without deliberation — for example: 'Demand results, not excuses!'
Black-and-White Fallacy: The framing presents only two possibilities — results or excuses — ignoring the complexity of infrastructure challenges and legitimate explanations — for example: 'results, not excuses'
This November matters for believers and those who care about morality in local government. Don't sit this one out--vote Dan Cox for Governor on November 3rd.
Appeal to Prejudice: The sentence frames the election as mattering specifically for 'believers and those who care about morality,' implying that opponents lack morality or faith, creating an in-group/out-group dynamic — for example: "believers and those who care about morality in local government".
Glittering Generalities: The word 'morality' is used as a vague, emotionally positive term without any specific policy substance to define what it means — for example: morality in local government
False Urgency: The phrase 'Don't sit this one out' creates artificial pressure to act immediately, discouraging deliberation and implying dire consequences for inaction — for example: Don't sit this one out
Maryland deserves more than the remains of a bridge, we deserve a path forward. REBUILD OUR KEY BRIDGE. 🌉 The Key Bridge was more than concrete and steel. It was a critical connection for Maryland families, workers, businesses, and our economy. It’s time to move forward with urgency, accountability, and a commitment to rebuilding the infrastructure Marylanders depend on every day. Rebuild the bridge. Restore the connection. Keep Maryland moving. Authority: Dan Cox for Governor; Nick Krop, CPA, Treasurer.
As a proven fighter for all Marylanders, Dan Cox will remove unnecessary and burdensome fees as Maryland's next governor.
Loaded Language: The phrase 'unnecessary and burdensome fees' uses emotionally charged language to frame fees negatively without specific evidence — for example: burdensome fees
Glittering Generalities: The phrase 'proven fighter for all Marylanders' uses vague, emotionally positive language implying universal representation without substantive detail — for example: proven fighter for all Marylanders
Imagine a Maryland where working hard means you can actually get ahead. A Maryland where families aren’t choosing between an electric bill and groceries. Where rent and homeownership are within reach. Where everyday fees don’t keep climbing, and the money you earn goes further. Imagine driving across a rebuilt Key Bridge and traveling on roads built for Maryland’s future. Imagine communities where families and businesses have the infrastructure they need to thrive. This isn’t about another political promise. It’s about building a Maryland that works for the people who call it home. An affordable Maryland. A stronger Maryland. A Maryland we can be proud to leave to the next generation. Together, we can rebuild it. Authority: Dan Cox for Governor; Nick Krop, CPA, Treasurer.
Glittering Generalities: Vague, emotionally positive framing about 'building' something that 'works for the people' without any specific policy substance — for example: "building a Maryland that works for the people who call it home".
Maryland families deserve responsible growth. Massive data center expansion could permanently change rural communities across our state. Learn where Dan Cox stands on protecting local communities and preserving Maryland's future. Vote Dan Cox.
Hey, it’s Wes. I’ll keep this short. I’m up against MAGA extremist Dan Cox this November, and national Republicans are preparing to spend millions, flip this seat, and roll back our progress. I’m counting on grassroots donors like you to help me fight back. Can you rush a donation right now and help build the strength we’ll need to win this race?
Name Calling: The label 'MAGA extremist' is used to discredit Dan Cox rather than address his policy positions — for example: MAGA extremist Dan Cox
Appeal to Fear: The sentence warns of millions being spent to 'flip this seat' and 'roll back our progress,' creating anxiety about dire consequences to motivate action — for example: national Republicans are preparing to spend millions, flip this seat, and roll back our progress
Loaded Language: The word 'extremist' is emotionally charged and chosen to trigger a negative reaction rather than convey a factual description — for example: MAGA extremist
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