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22 ads analyzed · 11 use a rhetorical technique, most often glittering generalities and loaded language.
The words doing the persuading
From the Goodlander side · Paid for by Maggie for Congress“I’m not afraid to stand up to corruption and hold the powerful accountable to deliver for Granite Staters.”Glittering GeneralitiesSee this ad →
From the Williams side · Paid for by LILY4CONGRESS COMMITTEE“…I learned that what you earn is yours to keep.
Washington is taking that away, with reckless spending, inflation, and regulations that makes life unaffordable.
I’m running for Congress to…”Loaded LanguageSee this ad →
Maggie Goodlander (Democrat) and Lily Tang Williams (Republican) are the nominees for New Hampshire's 2nd congressional district in the November 3, 2026 general election. Maggie Goodlander is the incumbent. By their latest FEC reports, Maggie Goodlander's campaign had raised $5.0 million (through October 14, 2026) and Lily Tang Williams's campaign $1.4 million (through October 14, 2026). Outside groups have reported $161,000 for Maggie Goodlander and $2,000 against; $10,000 for Lily Tang Williams and $11,000 against. Semblen has analyzed 22 ads in this race; 11 used at least one rhetorical technique, most often loaded language and glittering generalities.
Maggie Goodlander (DEM, incumbent), Lily Tang Williams (REP).
2 others filed with the FEC; any ads they ran are below. 22 ads analyzed, 11 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.
Also on every New Hampshire ballot: 2 statewide ballot measures →The ballot wording and the official arguments, read for rhetorical techniques.
How to vote in New Hampshire
From New Hampshire's official election office. Each line links to the official page it came from.
Registration
Varies by town (6-13 days before at the local clerk); registration also allowed at the polls on Election Day. Same-day registration: at the polling place on Election Day; must be in line by poll close; proof of age, domicile, citizenship and identity requiredSource: sos.nh.gov ↗
Early voting in person
No early voting (NH has no early voting; in-person absentee is only for voters with a qualifying excuse)Source: sos.nh.gov ↗
By mail
Mail voting needs a reason the state accepts (excuse required (out of town, disability, religious observance, work or caregiving, etc.)); request a ballot by Mon, Nov 2 (by mail: 12:00 p.m. the day before the election; in person: 5:00 p.m. the day before); return it by Tue, Nov 3 (received by the town/city/ward clerk by 5:00 p.m. Election Day (mail or delivery agent)) (passed)Source: sos.nh.gov ↗
Election Day
Tue, Nov 3. Polls: varies by town: opens no later than 11 a.m., closes no earlier than 7 p.m. (passed)Source: gc.nh.gov ↗
ID at the polls
Photo ID required (driver's license, state non-driver ID, NH voter ID card, military ID, or US passport/passcard), or identity verified by election officialsSource: sos.nh.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
22 · started running between 2026-08-30 and 2026-10-27
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 Maggie Goodlander in office
Maggie Goodlander won. Get what Maggie Goodlander 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.
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
Goodlander (D)
14
9 of 14 (64%)
Glittering Generalities (7), Loaded Language (6), Transfer (3)
All from the campaign; no ads here from groups placed on this side.
Williams (R)
7
2 of 7
Loaded Language (1), Name Calling (1)
All from the campaign; no ads here from groups placed on this side.
Not placed on a side (1 sponsor)
1
0 of 1
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.
50% of the 22 ads here use at least one of the techniques ticked below (11 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 18% of ads.
Semblen is free to read and has no ads. If this page was useful, you can support it.
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.
FELLOWSHIP PAC— $150K supporting GoodlanderLargest donors:
CANTOR FITZGERALD $10.0M (91%) (an organization: its own funders aren't reported to the FEC); ANCHOR LABS INC $1.0M (9%) (an organization: its own funders aren't reported to the FEC)BUILDING TOGETHER— $11K supporting GoodlanderAMERICA PAC— $1,811 opposing GoodlanderLargest donors:
Elon Musk $50.3M (100%), Space Exploration Technologies Corp., CEO
$1.4M through 2026-10-14individuals $1.3M · PACs $10K · candidate's own money, incl. loans $120K · cash on hand $472K
Outside spending
$11K opposing Williams · $10K supporting Williams· latest reported 2026-10-29
Largest outside spenders
BUILDING TOGETHER— $11K opposing WilliamsAMERICA PAC— $8,016 supporting WilliamsLargest donors:
Elon Musk $50.3M (100%), Space Exploration Technologies Corp., CEOTURNING POINT PAC INC.— $2,190 supporting WilliamsLargest donors:
TURNING POINT ACTION INC $16.9M (73%) (an organization: its own funders aren't reported to the FEC); Larry Smead $1.2M (5%), Sasco, CEO; Robert Marling $100K (0%), Woodforest National Bank, CEO
Bundled through PACs
none reported · FEC bulk data of 2026-11-01
3 PACs gave directly — alphabetical; the legal limit is $5,000 per election
Paid for by LILY4CONGRESS COMMITTEEfrom 2026-10-27spend $400–49970,000–79,999 impressions
Please screenshot this video.
Politicians make a lot of promises. I know many of you don't trust them anymore, and I understand why.
I mean every word. I will always tell you the truth. I will hold town halls to listen to you and explain my votes. I will never sell you out in DC.
If I ever forget, come to my town hall and show me this screenshot. I want you to hold me accountable.
Please vote for me on November 3rd. Thank you!
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 LILY4CONGRESS COMMITTEEfrom 2026-10-23spend $0–9920,000–24,999 impressions
My son Arthur watched me build a life in America after growing up dirt poor in communist China.
He went on to the Air Force Academy and served nine years as an Air Force and Space Force officer.
Hear what it was like growing up in our house, in his own words.
Vote Lily on Nov. 3!
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 LILY4CONGRESS COMMITTEEfrom 2026-10-23spend $0–9920,000–24,999 impressions
My daughter Mae now works as a mental health counselor.
She says the hard times our family went through, and my own childhood in China, helped inspire that path.
Hear her story about growing up with me, in her own words. Vote Lily on Nov. 3!
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Maggie Goodlander won. Get what Maggie Goodlander 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 LILY4CONGRESS COMMITTEEfrom 2026-10-23spend $0–9920,000–24,999 impressions
My son Charles calls me a patriot and a tiger mom, and he's right on both counts.
He joined the Army National Guard after high school and has started ventures of his own.
Hear what growing up with me was really like, in his own words.
Vote Lily on Nov. 3!
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 LILY4CONGRESS COMMITTEEfrom 2026-10-23 to 2026-10-24spend $0–99100–999 impressions
My daughter Mae is studying to become a mental health counselor.
She says the hard times our family went through, and my own childhood in China, helped inspire that path.
Hear her story about growing up with me, in her own words. Vote Lily on Nov. 3!
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 Turning Point Actionfrom 2026-10-22spend $10,000–14,999250,000–299,999 impressions
Join us for a GET OUT THE VOTE event with State Senator Daryl Abbas & Lily Tang Williams! Bring friends & family for a rally, snacks, and an exciting day of voter outreach!
Super Chase New Hampshire: Saturday, Oct. 31 at 10 AM in Salem. Address provided when you RSVP. Sign up now to save your spot.
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 Maggie for Congressfrom 2026-10-144 variantsspend $0–39612,100–15,996 impressions
Lowering costs. Cracking down on price-gouging corporations. Holding corrupt public officials accountable. Standing up for working people. That’s the job. I'm giving this fight everything I've got because you deserve a Congresswoman who works as hard as you do.
Paid for by LILY4CONGRESS COMMITTEEfrom 2026-10-13spend $1,000–1,499200,000–249,999 impressions
In China, the government decided how much my family could eat. In America, I learned that what you earn is yours to keep.
Washington is taking that away, with reckless spending, inflation, and regulations that makes life unaffordable.
I’m running for Congress to make the American Dream affordable again.
Paid for by LILY4CONGRESS COMMITTEEfrom 2026-10-09spend $500–59980,000–89,999 impressions
Granite Staters have one big complaint: life costs too much.
Maggie Goodlander and the Washington establishment have failed to deliver real relief.
I’m Lily Tang Williams. I’m running for Congress to lower costs, put hardworking families first, and make the American Dream affordable again.
Paid for by Maggie for Congressfrom 2026-10-076 variantsspend $0–594500–5,094 impressions
Can you chip in $25 or any amount you're able to power our campaign?
I don't take a penny from a corporate PAC. This is a people-powered campaign.
Thank you!
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
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 NH; or it ran mostly in NH 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.