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79 ads analyzed · 44 use a rhetorical technique, most often glittering generalities and loaded language.
The words doing the persuading
From the Bouchard side · Paid for by Honor, Duty & Discipline PAC“Captain Mike Bouchard listens and fights for every one of us. Our priorities are his priorities. People over politics.”Glittering GeneralitiesSee this ad →
From the Hines side · Paid for by Christina for Congress“Christina Hines took down the worst of the worst and kept our community safe. That scares the big money guys in DC. They know she can't be bought. Vote Christina…”Glittering GeneralitiesSee this ad →
Mike Bouchard (Republican) and Christina Hines (Democrat) are the nominees for Michigan's 10th congressional district in the November 3, 2026 general election. By their latest FEC reports, Mike Bouchard's campaign had raised $2.9 million (through October 14, 2026) and Christina Hines's campaign $4.2 million (through October 14, 2026). Outside groups have reported $966,000 for Mike Bouchard and $14.3 million against; $3.5 million for Christina Hines and $4.6 million against. Semblen has analyzed 79 ads in this race; 44 used at least one rhetorical technique, most often glittering generalities and loaded language.
Mike Bouchard (REP), Christina Hines (DEM).
9 others filed with the FEC; any ads they ran are below. 79 ads analyzed, 44 with at least one technique in the copy.
Newest first. The paid-for-by line is the advertiser's own filing. Updated 2026-10-28. 1 ad from other advertisers shown separately below.
Also on every Michigan ballot: 2 statewide ballot measures →The ballot wording and the official arguments, read for rhetorical techniques.
How to vote in Michigan
From Michigan's official election office. Each line links to the official page it came from.
Registration
Register by Mon, Oct 19 (online/mail: received or postmarked 15 days before (Oct 19); after that, in person at local clerk with proof of residency through 8 p.m. Election Day). Same-day registration: in person at local clerk's office (not polling place) with proof of residency, in line by 8 p.m. (passed)Source: michigan.gov ↗
Early voting in person
Sat, Oct 24 to Sun, Nov 1 (mandatory period begins second Saturday before Election Day; communities may start as early as the 29th day before (Oct 5)) (passed)Source: michigan.gov ↗
By mail
Anyone can vote by mail; request a ballot by Fri, Oct 30 (online/mail: received by 5 p.m. Friday before (Oct 30); in person at clerk: 4 p.m. Monday Nov 2); return it by Tue, Nov 3 (received by clerk by 8 p.m. Election Day; military/overseas postmarked by Election Day and received within 6 days) (passed)Source: michigan.gov ↗
Checked October 6, 2026. Rules can change; confirm with the official site before you go.
Something wrong or out of date? Tell us
A person reads every report and fixes errors the same day.
Got a political text?
Paste a campaign text message you’ve received. Semblen marks the persuasion techniques in its wording and lists the factual claims it makes. Take your name out first: what you paste is analyzed and kept like any text.
Findings
As of 2026-10-28. Counts are of distinct ads; the same text run many times is one ad.
Ads analyzed
79 · started running between 2026-07-06 and 2026-10-26
$81,400–122,796 on all ads, $35,900–54,692 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“listens and fights for every one of us” — Glittering Generalities, paid for by Honor, Duty & Discipline PAC
· the flagged ad with the highest reported spend that shows the most common technique
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.
Follow Christina Hines in office
Christina Hines won. Get what Christina Hines says in office by email, analyzed for rhetorical techniques, once sworn in. And an email if the result changes: a recount or a call reversed. One-click unsubscribe.
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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.
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.
Decide what counts
Not everyone would call every technique a problem. Untick the ones you'd call ordinary persuasion and the count updates.
56% of the 79 ads here use at least one of the techniques ticked below (44 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 34% of ads.
The words doing the work
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.
socialistin 7 ads· e.g. “radical socialists”, “Stop Christina Hines and the socialists”
corruptionin 5 ads· e.g. “corruption and corporate greed”, “the corruption in Washington”
stopin 5 ads· e.g. “Stop Christina Hines and the socialists”, “help stop Christina Hines and the socialists”
radicalin 3 ads· e.g. “radical socialists”, “Radical Christina Hines”
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Money in this race
From FEC filings for 2025–26. Outside spending is money a group spends on its own about a candidate — TV and online ads, mail, canvassing. It is not a donation to the campaign, and the candidate does not control it. Supporting means it was spent to help that candidate win; Opposing means it was spent to defeat them, usually on attack ads. Groups report it within 24 or 48 hours as the election nears. Raised is the campaign's own fundraising, as of its latest quarterly report. Largest donors come from each outside spender's own FEC receipts, with each donor's share of its itemized receipts; donors under $100,000 are not named. People are shown with the employer and occupation they reported. A donor that is itself a political committee is shown with its own largest donors. Companies and nonprofits don't report their funders to the FEC, so the trail ends there, and the page says so.
Mike Bouchard (REP)
Raised
$2.9M through 2026-10-14individuals $1.8M · PACs $489K · party $11K · from the candidate's other committees $536K · cash on hand $1.6M
HMP— $11.0M opposing BouchardLargest donors:
HOUSE MAJORITY FORWARD $93.7M (39%) (an organization: its own funders aren't reported to the FEC); Reid G Hoffman $8.5M (4%), Greylock Partners, Partner; ECONOMIC OPPORTUNITY FUND $5.0M (2%) (an organization: its own funders aren't reported to the FEC); Fred Eychaner $5.0M (2%), Retired; UNITED ASSOCIATION POLITICAL ISSUES FUND $4.8M (2%) (an organization: its own funders aren't reported to the FEC)READY FOR THE FIGHT— $839K opposing BouchardLCV VICTORY FUND— $588K opposing BouchardLargest donors:
LEAGUE OF CONSERVATION VOTERS, INC. $18.0M (81%) (an organization: its own funders aren't reported to the FEC); Amos Hostetter $600K (3%), Pilot House Associates LLC, Chairman; DEMOCRACY PAC $500K (2%); Giovanna Randall $375K (2%), Randall Apparel, Designer; Eric Laufer $375K (2%), Laufer Wind Group, Film ProducerGIFFORDS PAC— $486K opposing BouchardLargest donors:
GIFFORDS $4.5M (57%) (an organization: its own funders aren't reported to the FEC); JAMES L. GUTHRIE TRUST $571K (7%) (an organization: its own funders aren't reported to the FEC); WARFEL, EDWARD $497K (6%); HOUSE MAJORITY PAC $100K (1%)AMERICAN FEDERATION OF STATE COUNTY & MUNICIPAL EMPLOYEES P E O P L E— $460K opposing BouchardLargest donors:
AFSCME PEOPLE DISTRICT COUNCIL 37 $838K (34%)and 20 more
Bundled through PACs
none reported · FEC bulk data of 2026-11-01
38 PACs gave directly — alphabetical; the legal limit is $5,000 per election
31 DAYS PAC $2,500
ABRAHAM LINCOLN PAC $2,500
ADRIAN SMITH FOR CONGRESS $1,000
ALASKANS FOR NICK BEGICH $1,000
ALTICOR, INC. POLITICAL ACTION COMMITTEE ALTIPAC $2,500
AMERICA'S BOLD ERA PAC $1,000
AMERICA'S FIRST PAC $2,500
AMERICAN REVIVAL PAC $5,000
BE VICTORIOUS OVER DEMOCRATS PAC $5,000
BIG IDEAS CREATE EXCELLENCE - BICE PAC $2,500
BUCKEYE LIBERTY POLITICAL ACTION COMMITTEE $5,000
CIRCLE THE WAGONS PAC $2,000
CROSSPARTISAN PAC II $5,000
FIRST IN FREEDOM PAC $5,000
FRIENDS TO ELECT DR. GREG MURPHY TO CONGRESS $1,000
FROGMAN PAC $1,000
GREATER OPPORTUNITIES FOR LEADERSHIP DEVELOPMENT (GOLD PAC) $2,500
JACE YARBROUGH FOR CONGRESS $2,000
JIM JORDAN FOR CONGRESS $2,000
LALOTA PAC $1,000
LEADERSHIP IN SAVING AMERICA (LISA) PAC $2,500
MARK HARRIS FOR CONGRESS $2,000
MICHIGAN FARM BUREAU POLITICAL ACTION COMMITTEE $5,000
MIKE JOHNSON FOR LOUISIANA $2,000
MR. SOUTHERN MISSOURIAN IN THE HOUSE PAC $5,000
MVL PAC $5,000
RANGER PAC $1,000
RAPTOR PAC $5,000
RVFPAC $2,000
SCALISE FOR CONGRESS $4,000
SEAL PAC SUPPORTING ELECTING AMERICAN LEADERS PAC $10K
SERBIAN AMERICAN PAC $7,000
TEXAS RED $2,500
THE EYE OF THE TIGER POLITICAL ACTION COMMITTEE $10K
THIN BLUE LINE PAC $1,500
TOGETHER UNITED FOR LIBERTY, INTEGRITY AND PROSPERITY PAC (TULIP PAC) $2,000
CLF— $2.7M opposing Hines
· 1 ad on this pageLargest donors:
AMERICAN ACTION NETWORK $64.3M (25%) (an organization: its own funders aren't reported to the FEC); Elon Musk $30.0M (12%), Space Exploration Technologies Corp., CEO; Timothy Mellon $21.0M (8%), Self-Employed, Investments; Miriam Adelson $10.0M (4%), Adelson Drug Clinic, Physician; Paul E Singer $8.0M (3%), EMC, PresidentRESTORATION OF AMERICA PAC— $1.1M opposing HinesLargest donors:
Richard E Uihlein $57.7M (95%), Uline, CEO; RESTORATION OF AMERICA $1.7M (3%) (an organization: its own funders aren't reported to the FEC); AMERICAN LEADERSHIP PAC $1.0M (2%)CFFE PAC— $531K supporting Hines
· 3 ads on this pageLargest donors:
PIVOTAL VENTURES $2.0M (56%) (an organization: its own funders aren't reported to the FEC); OPPORTUNITY ACTION FUND $750K (21%) (an organization: its own funders aren't reported to the FEC); GOVERNMENT THAT WORKS PAC $250K (7%); GREEN ADVOCACY PROJECT $250K (7%) (an organization: its own funders aren't reported to the FEC); CHILDREN'S EQUITY FUND $100K (3%) (an organization: its own funders aren't reported to the FEC)GIFFORDS PAC— $509K supporting HinesLargest donors:
GIFFORDS $4.5M (57%) (an organization: its own funders aren't reported to the FEC); JAMES L. GUTHRIE TRUST $571K (7%) (an organization: its own funders aren't reported to the FEC); WARFEL, EDWARD $497K (6%); HOUSE MAJORITY PAC $100K (1%)PRO-CHOICE MAJORITY ACTION— $500K supporting HinesLargest donors:
EDW ACTION FUND $5.6M (>99%)and 33 more
Paid for by Christina for Congressfrom 2026-10-262 variantsspend $100–29819,000–24,998 impressions
DC doesn't work. Corruption got in the way, and we pay the price. This isn't about one man or one party. This is about making things work again. Congress should work for everyone.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Christina Hines won. Get what Christina Hines says in office by email, analyzed for rhetorical techniques, once sworn in. And an email if the result changes: a recount or a call reversed. One-click unsubscribe.
Confirming also makes your free Semblen account, with a 14-day Pro trial. No card.
Paid for by CONGRESSIONAL LEADERSHIP FUNDfrom 2026-10-26 to 2026-10-27spend $1,500–1,99940,000–44,999 impressions
Prosecutor Christina Hines, so liberal...violent criminals walked.
Christina Hines also won’t protect you. She is calling for higher taxes on working families and even higher taxes on Seniors.
Radical Christina Hines. Devastating for victims. Punishing for families.
Paid for by Christina for Congressfrom 2026-10-262 variantsspend $200–39829,000–34,998 impressions
From the Metro Times: Republicans are pouring millions into Michigan’s competitive 10th Congressional District, and one of their biggest attacks accuses Democrat Christina Hines of going easy on an accused sex offender. The police records tell a much more complicated story.
A Metro Times review found investigators uncovered forensic evidence that contradicted key allegations, found no credible evidence of threatening texts from the accused man, and later received records showing threatening messages were being sent from an account tied to the investigation.
The charges were dismissed after that investigation.
Now the case is being recycled in ads against Hines as she faces Republican Michael Bouchard Jr. Read more at the link.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Christina for Congressfrom 2026-10-262 variantsspend $0–19810,000–11,998 impressions
Here's what matters: Who's going to fight for your family?
Mike Bouchard Jr. supports Trump's agenda even when it's jacking up our costs. Christina Hines is a prosecutor who has kept us safe and a Macomb mom who has felt the pain at the pump too.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by GRAND OPPORTUNITY USAfrom 2026-10-25spend $0–993,000–3,999 impressions
Mike Bouchard or Christina Hines? See how each record scores on the issues, side by side.
Then take the free 2-minute OppScore Challenge: answer 12 quick questions and find out which candidate in Michigan's 10th District actually matches you.
Don't vote without taking the FREE OppScore Challenge.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid posts that ran in MI 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.
Good Goose Gazette: news-style page
Paid for by Good Goose Gazettefrom 2026-10-095 variantsspend $0–4956,000–10,995 impressions
🚨 Christina Hines called the “soft on crime” political playbook “really funny” after being asked about criticism from Republican opponent Michael Bouchard and his father, Oakland County Sheriff Michael Bouchard.
Hines, the Democratic nominee in Michigan’s 10th Congressional District, cited her background as a former Wayne and Washtenaw county prosecutor. What do you make of her response? 👇
#MichiganPolitics #MI10 #Election2026
An ad is on this page because its own "Paid for by" line is a campaign in this race; or it comes from a national Senate group and ran mostly in MI; or it ran mostly in MI and names a candidate — unless its sponsor is a campaign for some other office. Ads from outside groups appear alongside the campaigns' own.
Campaigns run one text as many separate ads. Identical text from the same sponsor is one card here, marked with its number of variants.
A technique is a specific rhetorical move in the wording, found by our model and explained in one line. It is not a claim that the ad is false.
Claims are checked when a reader asks: press "Check this ad's claims" on a card. Running a check and seeing its verdicts are part of Semblen Pro, because each check costs money to run; anyone can see which claims an ad makes. The ten ads with the most money behind them in each race are checked ahead of time.
Claim verdicts say what the cited sources say. A verdict that an ad is wrong or misleading is shown only when it cites an established fact-checker or an institutional record — Congress, a federal agency, a court — and its confidence is not low; a weaker one is not shown at all. Each verdict shows what it rests on and how confident it is. If we got one wrong, press Disagree: a verdict that readers dispute and no one defends comes down.
Video ads come from the campaigns' own YouTube channels; the transcript is analyzed. Meta ads are analyzed on their text; their video and images are not, yet.