Texas Governor 2026: the ads, and who's paying for them
Greg Abbott (Republican), Gina Hinojosa (Democrat) and Pat Dixon (Libertarian) are the candidates for governor of Texas in the November 3, 2026 general election. Greg Abbott is the incumbent. Semblen has analyzed 32 ads in this race; 21 used at least one manipulation technique, most often loaded language and appeal to fear. Next date for voters: Early voting starts: Mon, Oct 19.
Greg Abbott (REP, incumbent), Gina Hinojosa (DEM), Pat Dixon (LIB).
On the ballot as listed by Ballotpedia. 32 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. 2 ads from other advertisers shown separately below.
From Texas's official election office. Each line links to the official page it came from.
Next: Early voting starts: Mon, Oct 19 (in 11 days)
Registration
Register by Mon, Oct 5 (30th day before Election Day, moved to the next business day. Mailed applications must be postmarked by the deadline. New registrations are on paper; online is only for updating an existing record.) (passed)Source: votetexas.gov ↗
Mail voting needs a reason the state accepts (Only these voters qualify: away from the county, sick or disabled, expecting to give birth within 3 weeks of Election Day, 65 or older, or confined in jail or involuntary civil commitment); request a ballot by Fri, Oct 23 (Must be received by this date; a postmark does not count); return it by Tue, Nov 3 (Received by 7 pm on Election Day, or postmarked by 7 pm on Election Day and received by 5 pm on Nov 4)Source: sos.state.tx.us ↗Source: votetexas.gov ↗
One of 7 acceptable photo IDs. A voter who cannot reasonably get one may sign a Reasonable Impediment Declaration and show supporting ID instead.Source: votetexas.gov ↗
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.
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Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 56% 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.
dangerousin 3 ads· e.g. “too radical, too dangerous for Texas”, “too radical, too dangerous”
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Money in this race
Candidates for governor report their fundraising to Texas's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
The ads
32 ads, newest first. Video transcripts are shown as the model read them, without caption cues like [music].
No Gina Hinojosa. No State Income Tax.
Paid for by Greg Abbottvideo · 0:30from 2026-10-08
Gina Inhouosa voted 40 times for higher property taxes, but it gets worse. Gina Inhouosa supports a new state income tax for Texas, just like in California and New York. We don't have the third leg to of that stool, which would include income taxes.
Her state income tax will cost you thousands of dollars per year. Say no to Gina Inhouosa. No state income tax.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Watch on YouTube ↗Transcript above is auto-generated; the analysis is of the spoken words.
Paid for by Gina Hinojosa Campaignfrom 2026-10-0827 variantsspend $0–2,673400–6,273 impressions
⚠️ NEW TX-GOV POLL:
🔵 Gina Hinojosa - 49%
🔴 Greg Abbott - 45%
This is an all hands on deck moment. No Democrat has ever led Greg Abbott in the race for governor — until right now.
We have a chance to defeat Greg Abbott and his corrupt, billionaire and corporation-funded political machine if we act with the urgency this moment deserves.
Will you donate $10 to turn out the voters who will flip Texas?
Loaded Language: The words 'corrupt' and 'political machine' are emotionally charged terms designed to trigger a negative reaction toward Greg Abbott rather than convey neutral facts — for example: 'corrupt, billionaire and corporation-funded political machine'
False Urgency: The phrase 'act with the urgency this moment deserves' creates artificial time pressure to prevent careful deliberation and push the reader toward immediate action — for example: 'act with the urgency this moment deserves'
Name Calling: Labeling Abbott's operation a 'corrupt, billionaire and corporation-funded political machine' is a derogatory label used to discredit him rather than address his policies — for example: 'his corrupt, billionaire and corporation-funded political machine'
Loaded Language
False Urgency
Name Calling
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Gina Hinojosa Campaignfrom 2026-10-084 variantsspend $0–3960–396 impressions
We've come further than anyone expected. Can you help us finish the job?
Because of grassroots supporters like you, taking Texas back is genuinely within reach for the first time in decades.
But too many Texans still haven’t heard from our campaign, and turning this chance into a win comes down to whether we have the resources to reach every voter we need between now and November 3.
Will you chip in $10 or any amount now to fuel our work during this critical stretch? Because we’re finalizing our ad buys now, the money we raise today goes further than at any other point in this race.
Bandwagon Appeal: The phrase 'grassroots supporters like you' implies a large collective movement the reader is part of, creating social pressure to conform and participate — for example: grassroots supporters like you
Appeal to Prejudice: The phrase 'taking Texas back' implies an in-group identity and a reclamation narrative, suggesting the state rightfully belongs to a particular group and has been wrongfully taken — for example: taking Texas back
False Urgency: The framing of 'first time in decades' combined with 'genuinely within reach' creates a sense of a rare, fleeting opportunity that must be seized now — for example: genuinely within reach for the first time in decades
Bandwagon Appeal
Appeal to Prejudice
False Urgency
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
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Paid for by Gina Hinojosa Campaignfrom 2026-10-0821 variantsspend $0–2,0790–2,079 impressions
These are hard truths:
There will be no road back to the White House for Democrats unless we can put Texas into play. And there is no path to a House majority that doesn’t run through Texas.
Gina is the first Democrat in decades who polls show can win statewide office in Texas, but we can’t wait until tomorrow or next month or the next election to invest in Texas. We have to do it now — right now.
While you’re reading this, Greg Abbott is on the air with tens of millions of dollars in attack ads. He plans to drown out Gina’s message before undecided voters get a chance to hear it.
Unless Gina’s fundraising picks up the pace, the best chance in a generation for Democrats is about to slip through our fingers. We can win in Texas — if and only if we act.
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 Gina Hinojosa Campaignfrom 2026-10-0822 variantsspend $0–2,178100–3,078 impressions
If a Democrat can win in Texas, we can put an end to the madness.
If Gina can win the crown jewel of the Republican political map — the heart of Republicans’ donor network, the blueprint for Republicans’ corruption in Washington, the birthplace of Republicans’ voter suppression schemes — their entire house of cards falls down. We can prove that Republicans have lost us all.
It’s not a fantasy. Poll after poll shows Gina with a narrow lead.
There is no other governor’s race in the country with those kinds of consequences.
The nation is counting on us. The world is watching us.
Will you donate $10 to flip Texas today?
Loaded Language: The word 'madness' is emotionally charged, framing the current political situation as irrational or chaotic to provoke an emotional reaction — for example: 'madness'
Black-and-White Fallacy: The sentence implies that a Democratic win in Texas is the singular solution to a complex political situation, presenting a binary framing of the problem and its resolution — for example: 'If a Democrat can win in Texas, we can put an end to the madness'
Appeal to Fear: The framing implies that without this electoral outcome, the 'madness' will continue, creating anxiety about the consequences of inaction — for example: 'put an end to the madness'
Repetition: The phrase 'Republicans'' is repeated three times in rapid succession to reinforce a negative association through familiarity — for example: "Republicans' donor network", "Republicans' corruption", "Republicans' voter suppression schemes".
Exaggeration/Hyperbole: The claim that winning one race would cause the Republicans' 'entire house of cards' to fall is an extreme overstatement of the electoral consequences — for example: 'their entire house of cards falls down'
Appeal to Prejudice: The phrase 'lost us all' invokes in-group identity, implying Republicans have abandoned 'the people' as a collective, rallying the audience around a shared identity against an out-group — for example: 'Republicans have lost us all'
Glittering Generalities: Uses the vague, emotionally resonant concept of 'the nation' as a rhetorical flourish without specifying who or what is meant — for example: The nation is counting on us.
False Urgency: The combination of both sentences creates artificial urgency by suggesting constant observation and expectation, pressuring immediate action — for example: The world is watching us.
Loaded Language
Black-and-White Fallacy
Appeal to Fear
Repetition
Exaggeration/Hyperbole
Appeal to Prejudice
Glittering Generalities
False Urgency
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Gina Hinojosa Campaignfrom 2026-10-088 variantsspend $0–7920–792 impressions
I want to be honest with you about the state of our race:
We’re leading in three independent polls, but this race is far from locked in.
The polling average has us about 1.6 points behind, and Nate Silver’s forecast gives us roughly a 1 in 3 chance of winning.
That’s still well within striking distance. We can close this gap and beat these odds if we keep up our current momentum. But if we slow down now, Abbott will spend the rest of his warchest to drag this race back his way.
If you’ve ever considered giving to this campaign, the moment is now. Will you please chip in $10 right now to support our campaign during this critical stretch?
– Gina
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 Gina Hinojosa Campaignfrom 2026-10-085 variantsspend $0–4950–495 impressions
We’ve beat tough odds before. This time is no different.
Greg Abbott has been in statewide office for 30 years. He has 98 percent name recognition. He’s outspending us 10-to-1.
And yet, we just got our fourth poll with Gina in the lead.
We’ve come further than anyone expected. But to turn this momentum into a win, we need to stay on the air and on the ground — reaching every persuadable voter we can between now and Election Day.
Can you chip in $10 today to fuel our work during this critical final stretch?
no techniques found22.2% of sentences flagged
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Gina Hinojosa Campaignfrom 2026-10-0722 variantsspend $0–2,178600–7,578 impressions
We are beating Greg Abbott in this race for governor, and it’s not by luck.
It’s because Texans are sick and tired of Abbott selling us out to the highest bidder.
But we can’t relax now. Abbott, his billionaire buddies, and their super PACs are getting ready to come at us 10x harder. We have to be ready to fight back against whatever they throw at us.
We can win this, but I can’t do it without you. Will you chip in $10 to help us keep our momentum and finally take back Texas?
Appeal to Prejudice: The phrase 'Texans' is used as an in-group identity marker to imply a shared grievance among 'real' Texans against their governor — for example: Texans are sick and tired
Loaded Language: The phrase 'selling us out to the highest bidder' uses emotionally charged language implying corruption and betrayal without providing factual evidence — for example: selling us out to the highest bidder
Name Calling: Abbott is implicitly labeled as corrupt and a sellout through the accusation of 'selling us out to the highest bidder,' functioning as a derogatory characterization rather than a substantive argument — for example: Abbott selling us out to the highest bidder
False Urgency: The phrase 'can't relax now' creates artificial pressure and urgency to prevent deliberation — for example: we can't relax now and We have to be ready.
Appeal to Fear: The claim that opponents are preparing to attack '10x harder' creates anxiety about an imminent, escalating threat to override rational thinking — for example: 'getting ready to come at us 10x harder'
Exaggeration/Hyperbole: The '10x harder' claim is an extreme overstatement used for rhetorical effect rather than factual precision — for example: 'come at us 10x harder'
Glittering Generalities: Uses the vague, emotionally resonant phrase 'take back Texas' without specifying what is being reclaimed or from whom, relying on emotional appeal rather than substance — for example: 'take back Texas'
Appeal to Prejudice
Loaded Language
Name Calling
False Urgency
Appeal to Fear
Exaggeration/Hyperbole
Glittering Generalities
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by JUSTICE DEMOCRACY JUDICIARY PACfrom 2026-10-07spend $0–995,000–5,999 impressions
Facts matter.
For months, Harris County’s criminal justice system has been the target of political attacks over crime. But listen closely to Governor Greg Abbott’s own words: crime is down in Houston and Harris County.
That matters because voters deserve the full picture—not fear, slogans, or political spin.
Our Democratic judges have also made substantial progress reducing the years-long criminal case backlog, while recent crime data continues to show declines in several major violent-crime categories.
Watch the video. Listen to the facts. Vote for the Democratic judges who helped make it happen.
Facts over fear. Truth over politics.
#harriscounty #factsmatter #fairnessoverfear #jdjpac
#electionday
Glittering Generalities: The phrase uses vague, emotionally positive framing that sounds noble and rational but carries no specific meaning or substantive claim — for example: Facts over fear and Truth over politics.
Glittering Generalities
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Gina Hinojosa Campaignfrom 2026-10-0713 variantsspend $0–1,287200–3,087 impressions
We are LEADING this race for governor, and that’s the last thing Greg Abbott wants. He knows what’s at stake, and he is ordering his team to spend every dollar of his $67 million war chest to stop us from taking this race.
We are on the verge of making history, but we have to keep up the momentum to finish the job. Will you help us by chipping in $15?
Appeal to Prejudice: The 'we vs. he' framing creates an in-group/out-group dynamic, positioning the speaker's supporters against Abbott — for example: "We are LEADING", "the last thing Greg Abbott wants".
Appeal to Fear: The sentence creates anxiety about a powerful opponent deploying massive resources to crush the campaign, pressuring supporters to act — for example: spend every dollar of his $67 million war chest to stop us
Loaded Language: The term 'war chest' is a militaristic, emotionally charged phrase designed to frame the opponent as an aggressive, well-armed adversary — for example: $67 million war chest
False Urgency: The framing implies an imminent, overwhelming threat that demands immediate response from supporters before Abbott's resources overwhelm the campaign — for example: stop us from taking this race
Appeal to Prejudice
Appeal to Fear
Loaded Language
False Urgency
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Glittering Generalities: The phrase uses vague, emotionally positive language about 'communities and families' without specifying any concrete policy or action — for example: 'put Texas communities and families first'
Glittering Generalities
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Gina Hinojosa Campaignfrom 2026-10-0718 variantsspend $0–1,782900–9,882 impressions
Greg Abbott has outspent me 10 to 1 in this race for governor.
We knew we were never going to match his money, but we’ve turned this into a close race anyway. Because we win over voters when they learn who I am and what I stand for.
That’s why we need your help in this pivotal moment in the campaign. We’re setting our budgets for ad buys before the election, and we’re facing a bit of a budget gap.
Will you chip in $15 right now to help us close that gap and make sure we reach more voters before Election Day?
Glittering Generalities: The phrase 'what I stand for' implies noble values without specifying any, functioning as a vague positive appeal — for example: what I stand for
Glittering Generalities
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Gina Hinojosa Campaignfrom 2026-10-079 variantsspend $0–891700–7,191 impressions
We just took a big risk: I approved TV ads that we can't pay for yet.
Our campaign doesn't have enough money in the bank to cover all the ads we want to place. But we can't go dark with Greg Abbott hammering me with lies and attacks every day.
We're never going to match Greg Abbott's money, but we know if we get our message out anyway, we can win.
I need folks like you to step up and help me win this race. Will you chip in $15 to help us close this budget gap?
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 Combined Law Enforcement Associations of Texasfrom 2026-10-07spend $0–99100–999 impressions
A highlight of CLEAT’s 50th Annual Convention was recognizing the 2026 CLEAT Officers of the Year, honoring outstanding law enforcement professionals from across Texas for their service, courage and commitment to their communities.
Each recipient was recognized on stage by CLEAT leadership, with Gov. Greg Abbott joining the ceremony to offer remarks and personally congratulate each of this year’s honorees.
Congratulations to our 2026 CLEAT Officers of the Year:
🏅 Officer Justin Torres, Denton Police Department
🏅 Captain Juan Alejandro Garcia, Webb County Sheriff’s Office
🏅 Senior Officer Kyle Simmons, Corpus Christi Police Department
🏅 Corporal Manuel Escamilla, Midland County Sheriff’s Office
🏅 Officer Matthew Santos, Abilene Police Department
🏅 Deputy Lee Nino, Harris County Constable’s Office, Precinct 1
🏅 Officer Matthew Munselle, Port Arthur Police Department
🏅 Officer Ryan Callesto, Beaumont Police Department
🏅 Detective Daisy Trevino, Hays County Sheriff’s Office
🏅 Deputy Jose Calderon, Bexar County Sheriff’s Office
🏅 Detective Eduardo Lopez Villa, Dallas Police Department
🏅 Deputy Rudy Aguilar, El Paso County Sheriff’s Office
🏅 Detective John Armendariz, El Paso Police Department
🏅 Sergeant Bruce Anderson, Fort Worth Police Department
🏅 Deputy Larry Kissam, Harris County Sheriff’s Office
🏅 Officer Noel Mercado, San Antonio Police Department
🏅 Sergeant Jerry Brown, Tarrant County Constable’s Office, Precinct 3
It was an honor to celebrate these men and women during CLEAT’s historic 50th Annual Convention and recognize the work they do every day in service to Texans.
Please join us in congratulating all of our 2026 Officers of the Year! 👏
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 Gina Hinojosa Campaignfrom 2026-10-0718 variantsspend $0–1,782500–6,282 impressions
I approved some ads that we don’t have the money in the bank to cover — yet.
With Greg Abbott hammering me with lies and attacks on TV every hour, we can’t afford to stay silent.
We need help to close our campaign budget gap and make sure voters see our ads down the stretch. Will you rush a donation today?
Loaded Language: The word 'hammering' is an emotionally charged term implying relentless, aggressive assault rather than neutral political opposition — for example: hammering me with lies and attacks
False Urgency: The phrase 'we can't afford to stay silent' creates artificial pressure to act immediately without deliberation — for example: we can't afford to stay silent
Appeal to Fear: The framing implies dire consequences if action is not taken, leveraging the threat of constant attacks to provoke an anxious response — for example: lies and attacks on TV every hour
Loaded Language
False Urgency
Appeal to Fear
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Gina Hinojosa Campaignfrom 2026-10-0722 variantsspend $0–2,178300–4,878 impressions
Greg Abbott is losing for the first time in his political career — and he's terrified.
He's unleashing his $67 million war chest to hold us back and keep his grip on power.
But Texans know what we deserve, and we won’t stop fighting for it.
Will you donate $25 or whatever you can to help us win this in November?
Loaded Language: The word 'terrified' is an emotionally charged characterization designed to demean Abbott and trigger a reaction rather than convey a verifiable fact — for example: 'he's terrified'
Exaggeration/Hyperbole: The claim that Abbott is losing 'for the first time in his political career' is an absolute superlative framing that overstates the situation to heighten drama — for example: 'losing for the first time in his political career'
Appeal to Prejudice: The phrase 'hold us back' invokes an in-group/out-group dynamic, framing the subject as an enemy of 'us' to stoke tribal resentment — for example: hold us back
Appeal to Fear: The sentence implies a powerful adversary using vast resources to suppress the audience, creating anxiety about being dominated and controlled — for example: keep his grip on power
Loaded Language
Exaggeration/Hyperbole
Appeal to Prejudice
Appeal to Fear
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Gina Hinojosa Campaignfrom 2026-10-0715 variantsspend $0–1,4851,000–10,485 impressions
⚠️ NEW TX-GOV POLL:
🔵 Gina Hinojosa - 49%
🔴 Greg Abbott - 45%
In over a decade of running for governor, Greg Abbott has never been behind in the polls. Now he is. Republicans are calling in the cavalry to defend Abbott, but with you by our side, Gina has a real chance to flip Texas.
Chip in $10 ASAP ›››
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Loaded Language: The phrase 'selling out' is emotionally charged, implying betrayal without providing factual basis — for example: 'selling out Texas'
Name Calling: Abbott is implicitly labeled a traitor/sellout to discredit him rather than address specific policies — for example: 'Greg Abbott is selling out Texas'
Glittering Generalities: Vague, emotionally positive phrases like 'protecting Texas families', 'defending our future', and 'standing up for every Texan' sound noble but carry no specific policy meaning — for example: 'defending our future'
Appeal to Prejudice: The phrase 'every Texan' invokes in-group identity to rally Texans around the candidate — for example: 'standing up for every Texan'
Loaded Language
Name Calling
Glittering Generalities
Appeal to Prejudice
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Gina Hinojosavideo · 0:30from 2026-10-06
Greg Abbott vowed to make Texas the epicenter of AI data centers, and he delivered offering some of the largest tax breaks in the nation. Sure, property taxes have gone up 85% under Abbott, but Texas now has 335 data centers with at least 248 more on the way. Others talk about building data centers, but Greg Abbott got it done.
Just imagine how much he can do in four more years.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Watch on YouTube ↗Transcript above is auto-generated; the analysis is of the spoken words.
Paid for by Texans for Greg Abbottfrom 2026-10-062 variantsspend $100–29814,000–15,998 impressions
The Abbott plan – limit local spending, voter approval to raise property taxes and eliminate school district property taxes entirely.
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 Greg Abbottvideo · 0:23from 2026-10-05
Gina Hinojosa doesn't want you to know the truth. She wants to censor a TV ad about her legislative record of more than 40 votes to raise property taxes. When Gina can't win on the merits, she resorts to desperate lawfare tactics to hide her troubling record.
Conspiracy Appeal: Implies a hidden agenda where the subject is deliberately concealing truth from the public — for example: 'doesn't want you to know the truth'
Loaded Language: The word 'censor' is emotionally charged, framing a legal challenge to an ad as an authoritarian suppression of speech — for example: censor a TV ad and desperate lawfare tactics to hide her troubling record.
Name Calling: The term 'lawfare' is a derogatory label used to delegitimize legal action rather than engage with its substance — for example: 'resorts to desperate lawfare tactics'
Black-and-White Fallacy: Presents only two options: winning on the merits or resorting to underhanded tactics, ignoring the possibility that a legal challenge could be legitimate — for example: 'When Gina can't win on the merits, she resorts to desperate lawfare tactics'
Conspiracy Appeal
Loaded Language
Name Calling
Black-and-White Fallacy
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Watch on YouTube ↗Transcript above is auto-generated; the analysis is of the spoken words.
Paid for by Western Travis Democratsfrom 2026-10-02spend $0–992,000–2,999 impressions
Abbott’s administration pushes a narrative that everyone being detained is a violent offender, but the data tells a completely different story. Most are families seeking asylum or regular folks picked up for minor traffic violations. Instead of fixing the system, Governor Greg Abbott has weaponized law enforcement and heavily coordinated with federal agencies, using millions of your taxpayer dollars to pressure and threaten Texas cities into executing unconstitutional detentions. Texans deserve common-sense border solutions that actually work, not expensive political games that drain our public resources. Let's vote for real solutions and real change. Visit VoteDtx.org
Card Stacking: The sentence frames Abbott's position as a false 'narrative' while asserting 'the data tells a completely different story' without presenting the data, selectively implying the administration is dishonest — for example: pushes a narrative, the data tells a completely different story and Most are families seeking asylum or regular folks picked up for minor traffic violations.
Loaded Language: Uses emotionally charged words like 'weaponized' and 'threaten' to provoke a strong negative reaction toward Abbott rather than neutrally describing policy — for example: weaponized law enforcement
Appeal to Fear: Invokes the threat of unconstitutional government action and misuse of taxpayer money to create anxiety and alarm among readers — for example: executing unconstitutional detentions
Glittering Generalities: Uses vague, positive-sounding phrases like 'common-sense border solutions' and 'real solutions' without specifying what they mean, relying on emotional appeal rather than substance — for example: common-sense border solutions that actually work and real solutions and real change.
Black-and-White Fallacy: Presents only two options — Abbott's 'expensive political games' versus unspecified 'real solutions' — ignoring the complexity of border policy — for example: not expensive political games
Bandwagon Appeal: The inclusive 'Let's vote' implies collective action and social pressure to conform to a voting choice — for example: Let's vote for real solutions
Card Stacking
Loaded Language
Appeal to Fear
Glittering Generalities
Black-and-White Fallacy
Bandwagon Appeal
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Gina Hinojosa Campaignfrom 2026-10-02 to 2026-10-079 variantsspend $0–89115,600–23,991 impressions
Recent news has created massive confusion across Texas because 1.2 million registered Texas voters have been placed on the voter “suspense” list.
When voters see headlines like this, many assume that their registration has been cancelled or that they can no longer cast a ballot. This confusion is extremely dangerous, and it plays in Greg Abbott’s favor.
We want to be clear about what this news means. Being on the voter suspense list does not mean your voter registration has been purged. It simply means that local officials need an updated address before October 5th – the voter registration deadline here in Texas.
Abbott and Republicans know that confusion can discourage people from showing up at the polls. And they do these deliberate tactics because when Texans turn out, Abbott's time will be up. That’s why we can’t allow a single eligible voter to be sidelined by confusion or bureaucratic red tape.
Our campaign is organizing on the ground every single day between now and November to clear up the confusion, reach voters directly, and make sure our community is ready to make their voices heard at the ballot box.
Will you chip in $5 right now so we have the resources to organize from now until November and make sure every Texan is ready to vote Greg Abbott out?
Conspiracy Appeal: The sentence implies Abbott and Republicans are deliberately orchestrating confusion to suppress votes, suggesting a hidden sinister coordinated plot — for example: 'Abbott and Republicans know that confusion can discourage people'
Loaded Language: The phrase 'deliberate tactics' frames Republican actions as calculated and malicious, using emotionally charged language to provoke outrage — for example: deliberate tactics and bureaucratic red tape.
False Urgency: The phrase 'Abbott's time will be up' implies an imminent, decisive moment that creates urgency around voter turnout — for example: 'Abbott's time will be up'
Appeal to Fear: The sentence warns that eligible voters could be 'sidelined' by confusion or red tape, creating anxiety about disenfranchisement to motivate action — for example: 'we can't allow a single eligible voter to be sidelined'
Conspiracy Appeal
Loaded Language
False Urgency
Appeal to Fear
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Greg Abbottvideo · 0:30from 2026-10-01
Just how radical is Gina Inahuosa? She supports taxpayers paying for sex change surgery for kids. And if parents refuse to recognize their child's new gender, Inahuosa supports prosecuting the parents for protecting their children.
It sounds crazy because it is crazy. Inahuosa also supports boys in girls sports. Watch.
I really don't understand how girls would be hurt by this. Gina Inahuosa, too radical, too dangerous for Texas.
Loaded Language: The word 'radical' is used as an emotionally charged label to prime the reader against the subject before any evidence is presented — for example: radical, sex change surgery for kids and protecting their children.
Name Calling: The rhetorical question frames 'radical' as a defining label for the person rather than engaging with her actual positions — for example: 'Just how radical is Gina Inahuosa?'
Appeal to Fear: The framing invokes taxpayer money being spent on a controversial medical procedure for children to trigger financial and moral anxiety in the reader — for example: taxpayers paying for sex change surgery for kids and prosecuting the parents for protecting their children.
Card Stacking: The sentence presents only one framing of a complex legal and policy debate — that parents are merely 'protecting' their children — while omitting any alternative perspective on child welfare or the legal rationale behind such policies — for example: 'prosecuting the parents for protecting their children'
Black-and-White Fallacy: Presents complex issues as having only two options, ignoring nuance — for example: (?:real|true).*(?:know|understand).*.
Appeal to Prejudice: The phrase 'for Texas' invokes regional in-group identity, implying the subject is incompatible with Texas values or identity to stoke in-group/out-group sentiment — for example: 'too dangerous for Texas'
Loaded Language
Name Calling
Appeal to Fear
Card Stacking
Black-and-White Fallacy
Appeal to Prejudice
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Watch on YouTube ↗Transcript above is auto-generated; the analysis is of the spoken words.
Gina Hinojosa: Dangerous for Texas
Paid for by Greg Abbottvideo · 0:30from 2026-10-01
Can you imagine a Texas where you could be prosecuted for refusing to change your child's gender? Democrat Gina Inahosa can, because she supports it. A Texas that has an income tax?
Inahosa supports that, too. Or a Texas that defunds the police and lets violent criminals out on easy bail? Gina Inahosa thinks that's good policy.
We cannot elect Gina Inahosa governor, because she isn't just wrong, she's dangerous for Texas.
Appeal to Fear: The sentence conjures a frightening hypothetical scenario of criminal prosecution for parenting decisions to provoke anxiety — for example: prosecuted for refusing to change your child's gender and A Texas that has an income tax.
Loaded Language: The framing of 'prosecuted' in the context of parenting choices uses emotionally charged language designed to trigger outrage — for example: 'prosecuted for refusing to change your child's gender'
Exaggeration/Hyperbole: The scenario presented is an extreme hypothetical with no factual basis, overstating a policy position to the point of absurdity — for example: 'prosecuted for refusing to change your child's gender'
Name Calling: The label 'Democrat' is used as a derogatory identifier to discredit Gina Inahosa by association rather than addressing her actual positions — for example: 'Democrat Gina Inahosa'
Card Stacking: The sentence asserts without evidence that the named individual supports criminal prosecution of parents, presenting an unverified extreme claim as established fact — for example: 'she supports it'
Black-and-White Fallacy: The sentence implies the only options are electing her or avoiding danger, dismissing any nuanced assessment of her candidacy — for example: 'she isn't just wrong, she's dangerous'
Appeal to Fear
Loaded Language
Exaggeration/Hyperbole
Name Calling
Card Stacking
Black-and-White Fallacy
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Watch on YouTube ↗Transcript above is auto-generated; the analysis is of the spoken words.
Gina Hinojosa is a Defund the Police Radical
Paid for by Greg Abbottvideo · 0:15from 2026-10-01
Can you imagine a Texas that defunds the police and let's criminals out on easy bail? Gina Inahoja supports those policies, but we know they're dangerous and you pay the price. Gina Inahoja, too radical, too dangerous for Texas.
Appeal to Fear: The rhetorical question invites the audience to imagine a frightening scenario of lawlessness to provoke anxiety — for example: Can you imagine a Texas that defunds the police and let's criminals out on easy bail? and you pay the price.
Loaded Language: Emotionally charged terms are used to trigger a negative reaction rather than convey neutral facts — for example: defunds the police, criminals out on easy bail and too radical.
Appeal to Prejudice: The phrase 'we know' creates an in-group of right-thinking people who oppose the candidate, implying shared identity and values against an outsider — for example: 'we know they're dangerous'
Name Calling: Derogatory labels are applied to the candidate to discredit her without addressing specific arguments — for example: 'too radical, too dangerous'
Repetition: The word 'too' paired with negative descriptors is repeated in quick succession to reinforce the negative impression through familiarity — for example: 'too radical, too dangerous'
Appeal to Fear
Loaded Language
Appeal to Prejudice
Name Calling
Repetition
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Watch on YouTube ↗Transcript above is auto-generated; the analysis is of the spoken words.
Paid for by Gina Hinojosa Campaignfrom 2026-09-3027 variantsspend $2,000–4,67389,700–123,973 impressions
If you’ve been thinking about donating to Gina, now is the time.
Not after Abbott has spent every cent in his war chest. Not after he’s already flooded the airwaves in attacks against Gina. And certainly not after Texans are already at the polls.
Will you chip in $10 or anything you can right now to help us take back Texas while it’s still within reach?
False Urgency: The phrase 'right now' and 'while it's still within reach' creates artificial time pressure to prevent deliberation and compel immediate action — for example: "right now", "while it's still within reach".
Appeal to Fear: The implication that Texas may soon be 'out of reach' creates anxiety about a looming loss to pressure the reader into donating — for example: 'while it's still within reach'
Appeal to Prejudice: The phrase 'take back Texas' invokes in-group identity and a sense of reclaiming something that belongs to 'us', implying an out-group has wrongfully taken it — for example: 'take back Texas'
False Urgency
Appeal to Fear
Appeal to Prejudice
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Gina Hinojosa Campaignfrom 2026-09-29 to 2026-10-0418 variantsspend $0–1,78210,900–26,182 impressions
By now you might have seen this poll:
🔵 Gina Hinojosa 49%
🔴 Greg Abbott 46%
But there’s a different number from that poll I’ve been thinking about: 68%.
That’s the share of Texans who, regardless of party, think that Greg Abbott will win. We are winning in Texas — but Texans are scared to believe it.
Texans are afraid to hope that after 12 years as governor, Greg Abbott can be defeated. Texans are afraid to hope that we can take back power from the billionaires who have bought Greg Abbott.
And it’s not because we are not trying. All across Texas, we’re knocking on doors, we’re talking to neighbors, we’re doing everything possible to fight for our state. The momentum is on our side — and the polls prove it.
But we’re afraid that the rest of the nation will leave us to fight this race alone. Greg Abbott has spent decades building a network of out-of-state billionaires to bankroll him — and as governor, he has done their bidding.
If we’re going to fight back against the firehose of spending Abbott is unleashing against us, we need all hands on deck. I’ll be blunt: Texas needs you. The future of millions of people rests on whether our campaign has the resources to keep up our momentum.
I don’t take the gravity of this moment lightly. Can I count on you to give even $1 to prove to Texans that you’re in this fight with us?
Thank you for being by our side.
Appeal to Prejudice: The phrase 'Texans are afraid to hope' invokes a collective in-group identity, speaking on behalf of all Texans as a unified group with shared fears — for example: Texans are afraid to hope and take back power.
Repetition: The phrase 'Texans are afraid to hope' is repeated verbatim across both sentences to reinforce an emotional message through familiarity — for example: Texans are afraid to hope
Conspiracy Appeal: The claim that 'billionaires have bought Greg Abbott' implies a hidden corrupt arrangement where wealthy actors secretly control the governor — for example: the billionaires who have bought Greg Abbott
Scapegoating: Billionaires are singled out as the root cause of political problems in Texas, blaming a specific group for complex governance issues — for example: the billionaires who have bought Greg Abbott
Appeal to Fear: Creates anxiety about being abandoned and left to fight alone, pressuring the audience to act or contribute — for example: 'we're afraid that the rest of the nation will leave us to fight this race alone'
Loaded Language: Emotionally charged words like 'bankroll' and 'done their bidding' are chosen to evoke corruption and subservience rather than neutral description — for example: 'done their bidding'
False Urgency: The phrase 'we need all hands on deck' implies an immediate crisis requiring everyone to act now without deliberation — for example: we need all hands on deck and rests on whether our campaign has the resources to keep up our momentum.
Bandwagon Appeal: The phrase 'you're in this fight with us' pressures the reader to conform by joining a collective cause, implying others are already committed — for example: in this fight with us
Appeal to Prejudice
Repetition
Conspiracy Appeal
Scapegoating
Appeal to Fear
Loaded Language
False Urgency
Bandwagon Appeal
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Gina Hinojosa Campaignfrom 2026-09-29 to 2026-10-0518 variantsspend $300–2,08223,900–41,382 impressions
I want to share two numbers from a brand-new Marist poll, and what they tell me about faith.
Here’s the first number:
🔵 Gina Hinojosa 49%
🔴 Greg Abbott 46%
But the poll also shows a second number: 28%.
That’s the percentage of Texas voters, regardless of who they’re supporting, who think I will win this race. 68% think Greg Abbott will win, even though more voters in this poll said they're with me than with him. And more than a third of Democrats said they expect Abbott to come out on top.
We have the support to win this race on November 3. What we don’t have yet is the belief.
That gap is exactly what Greg Abbott is counting on. He doesn't need Texans to like him. He needs us to believe he can't be beaten, because people who don't believe they can win don't chip in, don't knock doors, and don't show up.
I've seen this before. Back in 2021, the Texas GOP was ramming an extreme anti-voter bill through the State House. Everyone assumed it was a done deal. They had the votes, and we were supposed to sit there and take it.
So I took a leap of faith. I chose to walk off the floor. But I couldn't stop that bill on my own, so I stood up and texted my fellow Democratic legislators:
“A leap of faith only works if you take it.”
They took it with me. Together, we broke quorum, ran out the clock, and stopped a bill designed to silence Texas voters. We protected Sunday morning voting, a sacred tradition in Black churches, and blocked a provision that would have let partisan judges overturn election results without evidence.
Nobody thought we could do it. We did it anyway, because enough of us believed at the same time.
That's what this moment calls for. The numbers say this race is within reach. Now it's up to us to believe it, and act like it, so we can finally beat corrupt Governor Greg Abbott and take Texas back.
Each time you chip in to our people-powered campaign, you're doing it alongside hundreds of thousands of others who have decided to believe in what we can win together.
Can I count on you to take this leap of faith with me today? Every dollar you donate puts winning in reach.
— Gina
Loaded Language: The phrase 'designed to silence Texas voters' uses emotionally charged language implying deliberate suppression of democratic participation rather than describing the bill's actual provisions — for example: silence Texas voters, sacred tradition and partisan judges overturn election results without evidence.
Transfer: Invoking the sanctity of Black church traditions borrows moral and religious authority to lend legitimacy to the political action being described — for example: 'sacred tradition in Black churches'
Bandwagon Appeal: The phrase implies collective belief as the source of success, subtly suggesting that shared group conviction is what makes things possible — for example: 'enough of us believed at the same time'
False Urgency: The phrase implies a critical, time-sensitive moment requiring immediate action without specifying what that action is — for example: this moment calls for and Now it's up to us to believe it, and act like it.
Appeal to Fear: Anxiety about threats or dire consequences used to override rational analysis.
Flag-Waving: Patriotic, religious, or in-group identity invoked to validate a position.
Slogans: Catchy phrase used to compress a complex position into an emotionally loaded shorthand.
Name Calling: The label 'corrupt' is applied directly to Governor Greg Abbott as a derogatory descriptor to discredit him rather than address policy — for example: 'corrupt Governor Greg Abbott'
Appeal to Prejudice: The phrase 'take Texas back' invokes in-group identity and implies the state has been taken away from its rightful owners, appealing to a sense of belonging and reclamation — for example: 'take Texas back'
Loaded Language
Transfer
Bandwagon Appeal
False Urgency
Appeal to Fear
Flag-Waving
Slogans
Name Calling
Appeal to Prejudice
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 TX 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.
Longhorn Ledger: news-style page
Paid for by Longhorn Ledgerfrom 2026-10-072 variantsspend $0–198200–1,998 impressions
🚨 DHS and FEMA approved a $7.5 billion grant reimbursing Texas for eligible border security expenses dating to 2021 under Operation Lone Star. Gov. Greg Abbott displayed a ceremonial check during a press conference.
Abbott said Texas also plans to seek roughly $3 billion through a separate Justice Department fund. The $7.5 billion covers past costs, not recurring funding. What do you make of this? 👇
#Texas #BorderSecurity #OperationLoneStar
Paid for by Longhorn Ledgerfrom 2026-09-29 to 2026-10-062 variantsspend $0–1984,000–5,998 impressions
Gov. Greg Abbott is putting affordability at the center of his agenda as Texas continues to deal with rising costs.
During a visit to Sherman, Abbott outlined his priorities for making life more affordable for Texans, including property tax relief and lowering costs for families. He also addressed the rapid growth of data centers across the state and the role local communities should have in deciding whether these projects move forward.
The comments come as affordability and data center development remain major issues for communities across Texas.
An ad is on this page because its own "Paid for by" line is a campaign in this race; or it ran mostly in TX and names a nominee for governor — unless its sponsor is a campaign for some other office (a U.S. Senate or House campaign included), or it also names TX's Senate nominees, in which case it is on the Senate race's page. Ads from outside groups appear alongside the campaigns' own.
The candidates are the ones certified for the November ballot, from the source linked at the top. Governors are state offices, so there are no FEC filings behind this page: no money figures, and outside groups are placed on a side only when they are a campaign or a party committee.
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 manipulative move in the wording, found by our model and explained in one line. It is not a claim that the ad is false.
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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.
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