Joe Lombardo (Republican), Aaron Ford (Democrat) and Danielle Ford (independent) are the candidates for governor of Nevada in the November 3, 2026 general election. Joe Lombardo is the incumbent. Semblen has analyzed 13 ads in this race; 11 used at least one manipulation technique, most often appeal to prejudice and name calling.
Joe Lombardo (REP, incumbent), Aaron Ford (DEM), Danielle Ford (IND). On the ballot as listed by Ballotpedia. 13 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 2026-10-08.
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.
Semblen LLC · 5900 Balcones Drive STE 100, Austin, TX 78731
| Paid for by | Ads | With at least one technique | Most common |
|---|---|---|---|
| Committee to Elect Aaron Ford | 11 | 9 of 11 (82%) | Appeal to Prejudice (7), Glittering Generalities (7), Loaded Language (7) |
| DAVID FLIPPO FOR NEVADA | 1 | 1 of 1 | Appeal to Fear (1), Appeal to Prejudice (1), Transfer (1) |
| Selena For Nevada | 1 | 1 of 1 | Appeal to Prejudice (1), Black-and-White Fallacy (1), Card Stacking (1) |
Not everyone would call every technique manipulation. Untick the ones you'd call ordinary persuasion and the count updates.
85% of the 13 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): 77% 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.
Semblen is free to read and has no ads. If this page was useful, you can support it.
Candidates for governor report their fundraising to Nevada's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
13 ads, newest first.
Showing the 11 ads paid for by Committee to Elect Aaron Ford. Show all 13 ads
Lower costs, safer communities. That’s why I’m running for Governor.
Glittering Generalities: Vague, emotionally positive phrases used as rhetorical flourish without any specific policy substance — for example: 'Lower costs, safer communities'
This race is statistically tied. What we do right now could decide the future of this campaign. That’s why I’m asking: Please rush a $5 or $10 donation today to help keep our momentum going. Hardworking Nevada families are getting squeezed by rising costs, unaffordable housing, and lack of healthcare access. We deserve leaders who take these struggles seriously and fight for Nevadans who are feeling the pressure. But the truth is — Lombardo and Trump don’t care. They continue to cut crucial public programs designed to help Nevada families at a time when we need help most. I’m running for governor because Nevada deserves better. I’m fighting for the entire Nevada family, and in order to win, we need the resources to reach and turn out voters. So please, rush $5 or $10 to help us keep this momentum going.
Loaded Language: The phrase 'getting squeezed' is emotionally charged, framing economic pressures as a form of physical suffering to trigger an emotional reaction — for example: 'getting squeezed'
Appeal to Prejudice: The phrase 'Hardworking Nevada families' invokes an in-group identity of virtuous, deserving locals to create an us-vs-them framing — for example: Hardworking Nevada families, We deserve leaders and fight for Nevadans.
Glittering Generalities: The call for leaders who 'fight for Nevadans' uses vague, emotionally positive language without specifying any concrete policy or action — for example: 'fight for Nevadans'
Name Calling: Lombardo and Trump are singled out by name with a derogatory moral characterization ('don't care') rather than engaging with their policy arguments — for example: 'Lombardo and Trump don't care'
Appeal to Fear: The phrase 'at a time when we need help most' implies a dire moment of vulnerability, creating anxiety to override rational evaluation of the policy — for example: 'at a time when we need help most'
🔵 Democrat Aaron Ford: 45% 🔴 MAGA Governor Joe Lombardo: 45% Donate to fight for working families and flip Nevada ›››
Appeal to Prejudice: The phrase 'working families' invokes in-group identity to appeal to a specific demographic and imply the cause represents their interests — for example: working families
Glittering Generalities: The word 'fight' is used as a vague but emotionally positive rallying term without specifying what is being fought or how — for example: fight for working families
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
Every time we spend $1, Joe Lombardo spends $174. That’s the kind of outspending we’ve been up against since the race for governor began. And with this race now a statistical tie, Lombardo and his billionaire allies will only spend more to attack us. We’re powered by grassroots supporters like you who believe Nevada can have a better future. Every dollar you chip in helps put our vision in front of voters and gives them the power to decide this race. Will you chip in $10 — or whatever you can right now — to help us keep Joe Lombardo and his billionaire friends from buying this election?
Appeal to Prejudice: The phrase 'his billionaire allies' invokes an in-group/out-group dynamic, positioning wealthy elites as the enemy attacking 'us' — for example: 'billionaire allies will only spend more to attack us'
Appeal to Fear: The sentence warns that opponents will escalate spending to 'attack us,' creating anxiety about an intensifying threat to motivate a defensive response — for example: 'will only spend more to attack us'
Loaded Language: The word 'attack' is emotionally charged, framing political spending as a violent assault rather than campaign activity — for example: 'spend more to attack us'
Bandwagon Appeal: The phrase implies a large group of 'grassroots supporters' already backing the cause, pressuring the reader to identify with and join that crowd — for example: 'grassroots supporters like you'
Glittering Generalities: The phrase 'better future' is a vague, emotionally positive expression that sounds noble but carries no specific policy meaning — for example: 'a better future'
False Urgency: The phrase 'right now' creates artificial time pressure to prompt immediate action without deliberation — for example: right now
Name Calling: Labeling Lombardo's supporters as 'billionaire friends' is a derogatory framing designed to discredit rather than address policy arguments — for example: his billionaire friends
As your Attorney General, I worked with law enforcement to lower violent crime. As your Governor, I’ll make it my mission to lower costs.
MAGA Governor Joe Lombardo doesn’t have to do this. But I’m asking if you can help us keep our campaign alive. We’re running TV ads to get our message in front of voters. I’m on the ground, talking to voters all across Nevada. Every day, we’re doing even more than the day before to defeat MAGA Governor Joe Lombardo. But unlike Lombardo, I don’t have a $14 million war chest to fund our campaign. I’m counting on folks like you to power our work. So please, can you chip in $10 or any amount today so we can keep reaching voters across Nevada and win this TIED race?
I don’t mean to interrupt your day, but this moment is too important. Nevada needs you. For years, working families in our state have struggled under the failed Lombardo-Trump economy. Skyrocketing prices, rising utility costs, and Trump’s unchecked attacks on lifelines like Medicaid and food stamps — Nevada families have been pushed to the brink. Enough is enough. With this race in a dead heat, we have a chance to bring real change for hard-working Nevadans. But we’re being outspent 174 to 1, and we need your help to compete with Joe Lombardo’s MAGA millions. Help us in this fight. Chip in $10 or anything you can today to help us fight for working families and flip Nevada. – Aaron Ford
False Urgency: The phrase 'this moment is too important' creates artificial urgency to override deliberation — for example: 'this moment is too important'
Appeal to Prejudice: Invoking the state identity 'Nevada' to create an in-group obligation and pressure the reader through regional loyalty — for example: 'Nevada needs you'
Loaded Language: The phrase 'failed Lombardo-Trump economy' uses emotionally charged language to assign blame and discredit political opponents — for example: failed Lombardo-Trump economy, pushed to the brink and unchecked attacks on lifelines.
Appeal to Fear: The sentence creates anxiety by depicting attacks on essential programs like Medicaid and food stamps, implying dire consequences for Nevada families — for example: 'Nevada families have been pushed to the brink'
Card Stacking: The sentence selectively lists economic grievances and attributes them entirely to named politicians without acknowledging other contributing factors or counterarguments — for example: 'Skyrocketing prices, rising utility costs, and Trump's unchecked attacks'
Glittering Generalities: The phrase 'real change' is a vague, emotionally positive term used as rhetorical flourish without specifying what change is meant — for example: 'real change'
Name Calling: The label 'MAGA millions' is a derogatory political label attached to the opponent to discredit him rather than address his policy positions — for example: 'Joe Lombardo's MAGA millions'
The truth is, this race is the many vs. the money. Aaron Ford is building a movement of grassroots supporters like you, who share our vision for a Nevada that works for working families. While MAGA Gov. Joe Lombardo is backed by special interests and MAGA mega-donors pouring millions into his campaign and outspending us 174 to 1. We don’t need to match them dollar for dollar. We need grassroots donors like you chipping in to keep Aaron's message in front of the undecided voters who will decide this race. Can you chip in $10 today to help us keep our ads on air, push ahead in the polls, and flip the Nevada governor’s seat blue?
Bandwagon Appeal: The phrase 'building a movement of grassroots supporters like you' implies a growing crowd and pressures the reader to join by identifying with it — for example: 'a movement of grassroots supporters like you'
Glittering Generalities: The phrase 'a Nevada that works for working families' uses vague, emotionally positive language that sounds noble but carries no specific policy meaning — for example: 'a Nevada that works for working families'
Name Calling: The label 'MAGA' is applied twice as a derogatory prefix to discredit the governor rather than address his policies — for example: MAGA Gov.
Loaded Language: The phrase 'special interests' carries strong negative emotional connotations designed to trigger distrust rather than convey neutral factual information — for example: special interests.
Appeal to Fear: The extreme spending disparity of '174 to 1' is framed to create anxiety about being overwhelmed and outmatched, implying a dire threat to the opposing campaign — for example: outspending us 174 to 1.
Exaggeration/Hyperbole: The ratio '174 to 1' is presented without sourcing or context, functioning as an extreme overstatement to dramatize the spending gap — for example: outspending us 174 to 1.
⚠️ We don’t mean to interrupt your day, but this moment is too important for us to let it go by. Nevada needs you. Right now, working families in Nevada are paying the price for the failed Lombardo-Trump economy. Skyrocketing prices, rising utility costs, and Trump’s unchecked attacks on our freedoms are pushing Nevada families to the brink. It’s time to elect a governor who will stand up for Nevadans, not Trump-backed special interests. While Governor Joe Lombardo’s campaign is driven by MAGA mega-donors, Aaron doesn’t rely on billionaires or corporate PACs. He relies on you, the people he’s fighting for. And every dollar you give is a vote for a better future for the entire Nevada family. If you’re able, can you chip in $10 today to help elect Aaron Ford? – Team Ford
False Urgency: The phrase 'this moment is too important to let it go by' creates artificial time pressure to prevent deliberation — for example: 'this moment is too important for us to let it go by'
Appeal to Prejudice: Invoking the state identity 'Nevada' to create an in-group obligation, implying the reader has a special duty as a Nevadan — for example: 'Nevada needs you'
Loaded Language: The phrase 'failed Lombardo-Trump economy' uses emotionally charged language to frame the economy negatively and assign blame — for example: failed Lombardo-Trump economy, Skyrocketing prices and unchecked attacks on our freedoms.
Appeal to Fear: The sentence paints a dire picture of families being pushed 'to the brink' by multiple threats to provoke anxiety — for example: 'pushing Nevada families to the brink'
Glittering Generalities: The vague appeal to 'our freedoms' uses a positively loaded but undefined concept to stir emotion — for example: 'attacks on our freedoms'
Exaggeration/Hyperbole: 'Skyrocketing prices' and 'pushing Nevada families to the brink' are extreme overstatements used to amplify the sense of crisis — for example: 'Skyrocketing prices', 'pushing Nevada families to the brink'
Name Calling: The label 'Trump-backed special interests' is used as a derogatory tag to discredit the opposing candidate by association rather than addressing their policy positions — for example: Trump-backed special interests
Black-and-White Fallacy: The sentence presents only two options: a governor who stands up for Nevadans or one who serves Trump-backed special interests, ignoring any other possibilities — for example: stand up for Nevadans, not Trump-backed special interests
Aaron called for debates against MAGA Governor Joe Lombardo back in June. Lombardo still hasn’t agreed to either one Aaron has challenged him to. Why? It’s simple: Lombardo is scared. He is scared to answer why working Nevada families’ costs are still going up. He’s scared to explain why he keeps standing with Donald Trump instead of Nevadans. And he’s scared that Aaron is going to wipe the floor with him. Joe Lombardo wasn’t scared to debate his opponent four years ago. But now that we’ve built the campaign that can defeat him, he’s trying to win this race by hiding from his record, lying about Aaron, and outspending us on the air. Aaron has closed the gap in the polls, and the election experts are calling Nevada the closest governor’s race in the country. We’ve got Joe Lombardo on the ropes. Will you chip in $10 to help us defeat him?
Loaded Language: The word 'scared' is used as an emotionally charged characterization to demean Lombardo's motives rather than provide factual analysis — for example: 'Lombardo is scared'
Repetition: The word 'scared' is used in all three sentences as a deliberate rhetorical device to paint the opponent as cowardly — for example: He is scared to answer, He's scared to explain and he's scared that Aaron is going to wipe the floor with him.
Appeal to Prejudice: Invokes 'working Nevada families' as an in-group identity to contrast with the opponent, implying he does not represent them — for example: working Nevada families and instead of Nevadans.
Black-and-White Fallacy: Presents a binary choice: either standing with Trump or standing with Nevadans, leaving no room for nuance — for example: 'standing with Donald Trump instead of Nevadans'
Name Calling: Derogatory labels used to discredit a person or group rather than address their arguments.
Both Joe Lombardo and I were given the chance to speak to everyday Nevadans. Only I was willing to show up. Nevada families deserve answers. Why are costs going up? Why does Joe Lombardo keep putting Trump first? Why does Joe Lombardo focus on his billionaire donors more than Nevada families? Lombardo can run from the debate stage, but not from the truth. Even without debates, we’re taking the truth straight to voters in Nevada. We’re putting up ads, hosting events, and going door to door to talk to Nevadans about the real Joe Lombardo. Joe Lombardo has millions of dollars in dark money. We have you. Will you help us get the truth about Joe Lombardo in front of voters? Chip in $10 today to help me take on Lombardo and fight for Nevada families.
Appeal to Prejudice: Invokes 'Nevada families' as an in-group identity to frame the political message as being on their side — for example: Nevada families deserve answers and focus on his billionaire donors more than Nevada families.
Loaded Language: Emotionally charged words chosen to trigger a reaction rather than convey facts. — for example: billionaire donors.
Name Calling: Implies Lombardo is a subordinate or puppet of Trump rather than addressing his policies on their merits — for example: putting Trump first.
Get notified as this improves — new detection models, the browser extension, and new features. Occasional email, no spam.
Semblen LLC · 5900 Balcones Drive STE 100, Austin, TX 78731 · unsubscribe any time