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50 ads analyzed · 21 use a rhetorical technique, most often loaded language and name calling.
The words doing the persuading
From the Cunningham side · Paid for by CONGRESSIONAL LEADERSHIP FUND“…for Congress. Law enforcement across our state knows it.
On November 3rd, vote AGAINST radical liberal Gabe Vasquez.”Loaded LanguageSee this ad →
From the Vasquez side · Paid for by COMMON GROUND COALITION PAC“80% of us want politicians focused on the cost of living. Greg Cunningham is attacking trans people instead.”Loaded LanguageSee this ad →
Greg Cunningham (Republican) and Gabe Vasquez (Democrat) are the nominees for New Mexico's 2nd congressional district in the November 3, 2026 general election. Gabe Vasquez is the incumbent. By their latest FEC reports, Greg Cunningham's campaign had raised $2.5 million (through October 14, 2026) and Gabe Vasquez's campaign $5.5 million (through October 14, 2026). Outside groups have reported $657,000 for Greg Cunningham and $6.0 million against; $473,000 for Gabe Vasquez and $3.2 million against. Semblen has analyzed 50 ads in this race; 21 used at least one rhetorical technique, most often loaded language and name calling.
Greg Cunningham (REP), Gabe Vasquez (DEM, incumbent).
1 other filed with the FEC; any ads they ran are below. 50 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 2026-10-27.
Also on every New Mexico ballot: 7 statewide ballot measures →The ballot wording and the official arguments, read for rhetorical techniques.
How to vote in New Mexico
From New Mexico's official election office. Each line links to the official page it came from.
Registration
Register by Tue, Oct 6 (Mail, agent and online registration close; same-day registration in person continues.). Same-day registration: In person during early voting and on Election Day; physical ID with address required. (passed)Source: sos.nm.gov ↗Source: sos.nm.gov ↗
Anyone can vote by mail; request a ballot by Tue, Oct 20 (Application must be received by the county clerk (14 days before Election Day).); return it by Tue, Nov 3 (Received by 7 p.m. Election Day; postmarks do not count.) (passed)Source: sos.nm.gov ↗Source: sos.nm.gov ↗
Checked October 8, 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Something wrong or out of date?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.
Where they stand
From each campaign's own website, summarised in plain English, with a quote where they gave one; under an issue, Senate votes for those who have cast them. Full detail and sources on each profile: Greg Cunningham · Gabe Vasquez.
Economy and cost of livingCunningham: stated · Vasquez: stated
Greg Cunningham (REP)
Cunningham says he wants to bring down farm and food costs by defending New Mexico oil and gas, which he says keeps fuel and fertilizer prices down. He also says he would cut regulations on farmers and reform the federal sugar program that he says raises grocery prices.
“Bring down the cost of fuel, fertilizer, and inputs by defending the New Mexico energy that makes them, not policies that drive them up.”
Vasquez says he wants to raise wages, support workers' right to organize and the PRO Act, back small businesses, and make corporations pay their fair share. He also backs bills to crack down on large investors buying up homes and to bring jobs to border communities.
Taxes and government spendingCunningham: stated · Vasquez: stated
Greg Cunningham (REP)
Cunningham says he would oppose new taxes and mandates that get passed on to grocery prices. He also says he would protect family farms from a tax code he says punishes them for staying in business.
Vasquez says he wants to repeal the Trump tax cuts and back policies that cut taxes on working families. He introduced a bill to lower taxes for middle-class families and voted to expand the Child Tax Credit.
Health careCunningham: no position · Vasquez: stated
Greg Cunningham (REP)
No stated position on their website.
Gabe Vasquez (DEM, incumbent)
Vasquez says he wants to lower health care costs by reversing Medicaid and ACA cuts in the Republican tax law, extending ACA tax credits, fighting for a public option, and keeping Medicare drug price negotiation. He also backs capping insulin at $35 and wrote a bill to relieve medical debt.
Social Security and MedicareCunningham: no position · Vasquez: stated
Greg Cunningham (REP)
No stated position on their website.
Gabe Vasquez (DEM, incumbent)
Vasquez says he wants Medicare to keep negotiating lower prescription drug prices. He voted for a bill to cut drug costs and expand coverage for seniors, and backed legislation to widen Medicare access to Alzheimer's testing and care.
Immigration and the borderCunningham: stated · Vasquez: stated
Greg Cunningham (REP)
Cunningham says he wants to keep the border secure and build on recent progress. He says he would fix and modernize legal agricultural guest worker programs and cut the red tape and costs of hiring legal farm labor.
“Keep the border secure and build on the progress we have made.”
Vasquez says he wants border security, cartel crackdowns and deportation of violent criminals, along with an ICE focused on violent criminals rather than hard-working immigrants. He says he wants to protect Dreamers and create a permanent path to legal status, and he opposed a $70 billion funding request for ICE.
Vasquez says he opposes Republican efforts to ban abortion or birth control and supports the right to choose. He backs the Women's Health Protection Act to codify Roe v. Wade and signed a brief supporting continued availability of mifepristone.
Energy and climateCunningham: stated · Vasquez: stated
Greg Cunningham (REP)
Cunningham says he would defend New Mexico oil and gas and the jobs it supports. He also says he would oppose transmission corridors being used to seize farm and ranch land through eminent domain, and would back brackish water desalination.
“Defend New Mexico oil and gas and the thousands of jobs it supports, because that energy keeps farm costs down.”
Vasquez says he backs an all-of-the-above approach that includes oil and gas and clean energy. He supports faster permitting for energy projects, bills to cut utility costs, and action to protect public lands, and he says New Mexicans are already feeling climate change.
Vasquez says he wants to get illegal guns off the streets. He has also secured federal funding for the state Department of Public Safety to combat gun violence.
Crime and policingCunningham: stated · Vasquez: stated
Greg Cunningham (REP)
Cunningham, a former Albuquerque police officer and undercover detective, says he took on cartels, gangs and violent crime and wants to keep New Mexican families safe.
Vasquez says he supports police funding and says he has brought home over $7 million for New Mexico law enforcement. He backs bipartisan bills to crack down on cartels, fentanyl traffickers and organized retail crime, and to help recruit and keep officers.
EducationCunningham: no position · Vasquez: stated
Greg Cunningham (REP)
No stated position on their website.
Gabe Vasquez (DEM, incumbent)
Vasquez says he wants to invest in early childhood education, family support and career and technical training. He introduced a bill giving Tribal school teachers the same retirement benefits as Bureau of Indian Education teachers and asked the administration to withdraw a proposed Head Start funding cut.
Foreign policy and defenseCunningham: stated · Vasquez: stated
Greg Cunningham (REP)
Cunningham says he would press Mexico through the State Department to meet its treaty water obligations. He also says he would open new export markets with allies and make trade policy work so farmers are not undercut by foreign products.
Vasquez, a member of the House Armed Services Committee, says he works to bring investments to military bases, service members and their families. He has pushed for a military pay raise and demanded answers from the administration on its war with Iran and rising energy prices.
Elections and ethics in governmentCunningham: no position · Vasquez: stated
Greg Cunningham (REP)
No stated position on their website.
Gabe Vasquez (DEM, incumbent)
Vasquez says he will fight to protect every eligible American's right to vote and make sure the will of the people prevails in elections. He says he doesn't trade stocks and is leading a bipartisan effort to ban stock trading in Congress.
Something wrong or missing? Each profile has an Accurate? button under every issue; a person reads every note.
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 2026-10-27. Counts are of distinct ads; the same text run many times is one ad.
Ads analyzed
50 · started running between 2026-06-16 and 2026-10-26
$32,200–53,412 on all ads, $19,800–28,228 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“radical” — Loaded Language, paid for by CONGRESSIONAL LEADERSHIP FUND
· 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 Gabe Vasquez in office
Gabe Vasquez won. Get what Gabe Vasquez 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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Loaded Language (3), Bandwagon Appeal (1), Black-and-White Fallacy (1)
Not placed on a side (5 sponsors)
8
2 of 8
Glittering Generalities (2), Appeal to Fear (1), Loaded Language (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.
42% of the 50 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): 32% 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.
liberalin 4 ads· e.g. “votes with LIBERALS 87% of the time”, “liberal Gabe Vasquez”
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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.
READY FOR THE FIGHT— $3.5M opposing Cunningham
· 4 ads on this pageHMP— $852K opposing CunninghamLargest 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)CHC BOLD PAC— $786K opposing CunninghamLargest donors:
ELECT DIVERSE DEMOCRATS 2026 $1.0M (14%); BLUE VICTORY FUND PAC $800K (11%); BLUE VICTORY FUND 2026 $400K (5%); BOLD DEMOCRATS $300K (4%); ELECT DIVERSE DEMOCRATS PAC $200K (3%)BOLD AMERICA— $526K opposing CunninghamLargest donors:
PROXIMO ACTION $2.9M (31%) (an organization: its own funders aren't reported to the FEC); UNITED DEMOCRACY PROJECT ('UDP') $2.8M (30%); DEMOCRATS 2026 $1.2M (12%) (its largest donors: KOLBECK, PETER $290K); OPPORTUNITY FORWARD ALLIANCE $775K (8%) (an organization: its own funders aren't reported to the FEC); CHC BOLD PAC $600K (6%)CIVIC RENEWAL FUND INC.— $398K supporting Cunninghamand 9 more
Bundled through PACs
none reported · FEC bulk data of 2026-11-01
56 PACs gave directly — alphabetical; the legal limit is $5,000 per election
ABRAHAM LINCOLN PAC $2,500
ALASKANS FOR NICK BEGICH $2,500
AMERICAN REVIVAL PAC $10K
AMERICAN SECURITY PAC $5,000
ANT THORNTON FOR NM $500
AUSTIN SCOTT FOR CONGRESS INC $2,000
BE VICTORIOUS OVER DEMOCRATS PAC $5,000
BIG IDEAS CREATE EXCELLENCE PAC $2,000
BRINGING REPUBLICAN EXCELLENCE TO TOWN PAC $2,000
BUCKEYE LIBERTY PAC $5,000
BURCHETT FOR CONGRESS $2,000
CAROL FOR CONGRESS $4,000
CHRIS GOBER FOR TEXAS $1,000
CLAY FULLER FOR CONGRESS, INC. $2,000
CLIFF BENTZ FOR CONGRESS $2,000
COMMITTEE TO ELECT DEBRA HICKS $1,000
CONSERVATIVE OPPORTUNITY LEADERSHIP AND ENTERPRISE PAC $5,000
DAVID ROUZER FOR CONGRESS $2,000
DR. BRIAN BABIN FOR CONGRESS $2,000
ELECTING MAJORITY MAKING EFFECTIVE REPUBLICANS PAC $5,000
ELECTING REPUBLICANS INDIANA PAC $1,500
EMMER FOR CONGRESS $2,000
EUREKA PAC $5,000
FEDORCHAK FOR ND $2,600
FIRST IN FREEDOM PAC $5,000
FOR OUR NATION'S GREATNESS, RESILIENCE, EXCELLENCE, STRENGTH, AND SECURITY (FONGRESS) PAC $1,000
FRIENDS OF TIM MOORE $2,000
FROGMAN PAC $1,000
GAIL ARMSTRONG CAMPAIGN $1,000
GUARDING OUR LASTING DEMOCRACY (GOLD) PAC $1,000
IMPACT COMMITTEE $1,000
IN THE ARENA PAC $5,000
JIM JORDAN FOR CONGRESS $2,000
JOSHUA A. SANCHEZ FOR NEW MEXICO $2,500
LAND OF OPPORTUNITY PAC $2,500
LEADERSHIP FOR AMERICA TODAY TOMORROW AND ALWAYS PAC $3,000
LEADERSHIP IN SAVING AMERICA (LISA) PAC $5,000
LET'S ALL KEEP ELECTING REPUBLICANS PAC $1,500
MARK HARRIS FOR CONGRESS $2,000
MIKE JOHNSON FOR LOUISIANA $2,000
OREGON FRONTIER PAC $1,000
RANGER PAC $1,000
RAPTOR PAC $2,000
RUDY FOR INDIANA $2,000
RURAL AMERICA COUNTS PAC (RAC PAC) $2,000
RVFPAC $4,000
SCALISE FOR CONGRESS $4,000
SEAL PAC SUPPORTING ELECTING AMERICAN LEADERS PAC $5,000
SECURING THE REPUBLIC FOR OUR NEXT GENERATION $1,000
Paid for by Cunningham for NMfrom 2026-10-26spend $0–999,000–9,999 impressions
For years, Gabe has dodged the question. Last night on live TV, I asked Gabe straight up if he was the masked man at that 2020 protest calling to defund the police.
"Yes, it was me."
Then he called it a distraction.
I spent 20 years in uniform next to officers who run toward danger so the rest of us don't have to. To them, this isn't a distraction. New Mexico deserves a congressman who has their back.
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 Cunningham for NMfrom 2026-10-26spend $0–995,000–5,999 impressions
Expanded early voting is underway in New Mexico!
Our state’s future is on the ballot, and your voice matters. Don’t wait until Election Day. Make a plan, get to the polls, and make your vote count!
🇺🇸 Every vote matters. Every voice counts.
👉http://cunninghamfornm.com/vote
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 Cunningham for NMfrom 2026-10-26spend $0–995,000–5,999 impressions
I’ve worked cases on the border. I know first hand that we must protect the border, target criminals, and fix the system.
Early voting has started. Make your voice heard. 🇺🇸cunninghamfornm.com/vote
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Gabe Vasquez won. Get what Gabe Vasquez 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 Raul Turrieta for NMfrom 2026-10-26spend $0–991,000–1,999 impressions
Your Democratic team:
Deb Haaland for Governor · Gabe Vasquez for Congress · Raul Turrieta for State House, District 39
Vote the whole ticket. Early voting ends Saturday, Oct 31. Election Day is Tuesday, 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 Raul Turrieta for NMfrom 2026-10-22spend $0–994,000–4,999 impressions
HUGE UPDATE: Congressman Gabe Vasquez has endorsed Raul Turrieta for State Legislature in Grant, Hildago, and Catron Counties.
"Raul shows up. He’ll fight to bring down costs, protect our forests and rivers, and make sure rural southwest New Mexico has a real voice in Santa Fe. I’m proud to endorse him for House District 39.” - Congressman Gabe Vasquez
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 Working Americafrom 2026-10-216 variantsspend $0–5943,500–8,994 impressions
Rep. Gabe Vasquez sponsored a bill that would fill shortages in elder care, childcare, and home healthcare by granting a legal pathway to qualified immigrants.
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 CONGRESSIONAL LEADERSHIP FUNDfrom 2026-10-194 variantsspend $800–1,19647,000–58,996 impressions
⚠️ Gabe Vasquez acts tough, but when the socialists need his vote, he always folds.
When the Socialists need Gabe, he falls in line 87% of the time.
💰GABE CAVES. YOU PAY.
Paid for by CONGRESSIONAL LEADERSHIP FUNDfrom 2026-10-194 variantsspend $2,200–2,596125,000–149,996 impressions
👬Gabe Vasquez said he’d work with “anyone” and stand up for New Mexico.
➡️But he votes with LIBERALS 87% of the time, raises our taxes, and hits New Mexico seniors with higher taxes?
Enough BS, Gabe. New Mexico deserves someone who stands up for us, not someone who lets us down.
Name Calling: Uses 'LIBERALS' in capitals as a pejorative label to discredit the target by association.
Loaded Language: The phrase 'hits New Mexico seniors' uses emotionally charged wording to frame tax policy as an attack on vulnerable people.
Black-and-White Fallacy: Frames the choice as only someone who stands up for us or someone who lets us down. Flagged: “someone who stands up for us, not someone who lets us down”.
Glittering Generalities: Uses vague, positive phrasing about 'standing up for us' with no specific policy or substance. Flagged: “New Mexico deserves someone who stands up for us”.
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 NM; or it ran mostly in NM 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.