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31 ads analyzed · 9 use a rhetorical technique, most often appeal to fear and loaded language.
The words doing the persuading
From the Cruz side · Paid for by America PAC“Johnny Garcia is Washington's puppet, and a $4,000 tax hike is the string they're pulling. Make your plan to STOP HIM.”Appeal to FearSee this ad →
From the Garcia side · Paid for by JOHNNY GARCIA FOR CONGRESS“…need to flip to take back the House in November. National Republicans are gearing up to spend millions to keep their Trump-Abbott agenda in place and hurt working Texans. Can you chip in $25 to send Johnny Garcia to Congress?”Appeal to FearSee this ad →
Carlos De La Cruz (Republican) and Johnny Garcia (Democrat) are the nominees for Texas's 35th congressional district in the November 3, 2026 general election. By their latest FEC reports, Carlos De La Cruz's campaign had raised $2.0 million (through October 14, 2026) and Johnny Garcia's campaign $2.2 million (through October 14, 2026). Outside groups have reported $4.4 million for Carlos De La Cruz and $5.3 million against; $6.9 million for Johnny Garcia and $8.8 million against. Semblen has analyzed 31 ads in this race; 9 used at least one rhetorical technique, most often name calling and loaded language.
Carlos De La Cruz (REP), Johnny Garcia (DEM).
10 others filed with the FEC; any ads they ran are below. 31 ads analyzed, 9 with at least one technique in the copy.
Newest first. The paid-for-by line is the advertiser's own filing. Updated 2026-10-29.
Voting in Austin? 10 local ballot measures →The ballot wording read for rhetorical techniques, and who is paying for and against each.
How to vote in Texas
From Texas's official election office. Each line links to the official page it came from.
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) (passed)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 ↗
Checked October 6, 2026. Rules can change; confirm with the official site before you go.
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A person reads every report and fixes errors the same day.
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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 2026-10-29. Counts are of distinct ads; the same text run many times is one ad.
Ads analyzed
31 · started running between 2026-09-04 and 2026-10-25
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 Johnny Garcia in office
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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
Cruz (R)
12
3 of 12 (25%)
Appeal to Fear (3), Name Calling (2), Exaggeration/Hyperbole (1)
Cruz's campaign
9
2 of 9
Appeal to Fear (2), Exaggeration/Hyperbole (1), Loaded Language (1)
1 group backing Cruz
3
1 of 3
Appeal to Fear (1), Name Calling (1)
Garcia (D)
12
3 of 12 (25%)
Loaded Language (3), False Urgency (2), Name Calling (2)
Garcia's campaign
11
3 of 11 (27%)
Loaded Language (3), False Urgency (2), Name Calling (2)
1 group backing Garcia
1
0 of 1
Not placed on a side (4 sponsors)
7
3 of 7
Glittering Generalities (3), Bandwagon Appeal (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.
29% of the 31 ads here use at least one of the techniques ticked below (9 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 23% 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.
Carlos De La Cruz (REP)
Raised
$2.0M through 2026-10-14individuals $1.2M · PACs $416K · party $5,000 · candidate's own money, incl. loans $53K · from the candidate's other committees $310K · cash on hand $313K
HMP— $4.7M opposing CruzLargest 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)NO GOING BACK PAC INC.— $1.9M supporting CruzDEFENDING OUR VALUES PAC— $1.5M supporting CruzLargest donors:
PUBLIC FIRST ACTION, INC $4.9M (59%) (an organization: its own funders aren't reported to the FEC); PUBLIC FIRST ACTION $3.0M (36%) (an organization: its own funders aren't reported to the FEC); PUBLIC FIRST $300K (4%); Jan Leike $100K (1%), Anthropic, ResearcherDEFEND AMERICAN JOBS— $625K supporting CruzLargest donors:
FAIRSHAKE $37.0M (>99%) (its largest donors: RIPPLE LABS INC. $48.0M, an organization; COINBASE $25.0M, an organization; COINBASE COMMERCE (EXCHANGE) $8.2M, an organization); RIPPLE LABS INC. $250K (1%) (an organization: its own funders aren't reported to the FEC)YOUR COMMUNITY PAC— $502K opposing CruzLargest donors:
SIXTEEN THIRTY FUND $2.7M (62%) (an organization: its own funders aren't reported to the FEC); NORTH FUND $900K (20%) (an organization: its own funders aren't reported to the FEC); AMERICAN OPPORTUNITY ACTION $515K (12%) (an organization: its own funders aren't reported to the FEC); GOVERNMENT THAT WORKS PAC $250K (6%)and 9 more
NO GOING BACK PAC INC.— $8.4M opposing GarciaPROJECT 218— $3.9M supporting GarciaLargest donors:
DEMOCRACY MATTERS $5.9M (50%) (an organization: its own funders aren't reported to the FEC); Keith Behner $250K (2%), Retired; Amos Hostetter $250K (2%), Retired; James Millstein $250K (2%), Millstein & CO., Consultant; Samuel Walton $250K (2%), Restoration Works, ExecutiveBDA PAC— $775K supporting GarciaLargest donors:
THE BENCH $1.0M (26%) (an organization: its own funders aren't reported to the FEC); BLUE DOG ACTION FUND $700K (17%) (an organization: its own funders aren't reported to the FEC); Samuel Walton $500K (12%), CEO, Walmart; Patricia Nierenberg $361K (9%), Self Employed, Investments; Jason Eastwick Carroll $250K (6%), HRT Financial, PartnerSOMOS PAC— $561K supporting Garcia
· 1 ad on this pageLargest donors:
ELEVATE AMERICA $3.0M (52%) (an organization: its own funders aren't reported to the FEC); ADVOCACY ACTION FUND INC. $2.0M (35%) (an organization: its own funders aren't reported to the FEC); FORWARD ACTION FUND $468K (8%) (an organization: its own funders aren't reported to the FEC); WELLNESS ADVOCACY FUND $250K (4%) (an organization: its own funders aren't reported to the FEC)YOUR COMMUNITY PAC— $502K supporting GarciaLargest donors:
SIXTEEN THIRTY FUND $2.7M (62%) (an organization: its own funders aren't reported to the FEC); NORTH FUND $900K (20%) (an organization: its own funders aren't reported to the FEC); AMERICAN OPPORTUNITY ACTION $515K (12%) (an organization: its own funders aren't reported to the FEC); GOVERNMENT THAT WORKS PAC $250K (6%)and 13 more
Bundled through PACs
$8,000 through 2 PACs · FEC bulk data of 2026-11-01FAIR SHOT PAC— $4,500 from 2 giftsWELCOMEPAC— $3,500 from 1 gift
76 PACs gave directly — alphabetical; the legal limit is $5,000 per election
A PLEASANT PENINSULA PAC $1,000
AG PAC $1,000
ALLIANCE AGAINST ANTISEMITISM PAC $3,500
ALLRED FOR TEXAS 2026 $2,000
AMERICAN ASSOCIATION FOR JUSTICE POLITICAL ACTION COMMITTEE (AAJ PAC) $2,500
AMERICAN FEDERATION OF TEACHERS, AFL-CIO COMMITTEE ON POLITICAL EDUCATION $5,000
AMERICAN MOSAIC PAC $1,000
AMERIPAC: THE FUND FOR A GREATER AMERICA $5,000
BDA PAC $3,500
BEEPAC (BUILDING ECONOMIC EMPOWERMENT PAC) $2,000
BEN SAMUELS FOR CONGRESS $2,000
BEYOND THOUGHTS AND PRAYERS PAC $3,500
BLUE DOG POLITICAL ACTION COMMITTEE $12K
BLUE MAJORITY PAC $1,000
BLUE MOMENTUM PAC $1,000
CA LUV PAC (CALIFORNIA LEADERSHIP UNITED FOR VICTORY PAC) $10K
CATERPILLAR INC. POLITICAL ACTION COMMITTEE (CATPAC) $5,000
CHC BOLD PAC $5,000
COMMITTEE FOR A DEMOCRATIC FUTURE $1,000
COMMITTEE TO ELECT JARED GOLDEN $4,000
COMMUNICATIONS WORKERS OF AMERICA - COPE POLITICAL CONTRIBUTIONS COMMITTEE $2,500
DEMOCRACY ACTION NOW PAC $2,500
DEMOCRACY SUMMER LEADERSHIP PAC $2,500
DEMOCRATIC MAJORITY FUND $5,000
DEMOCRATS RESHAPING AMERICA (DREAMPAC) $2,000
DEMOCRATS WIN SEATS (DWS PAC) $1,000
DMFI PAC $2,500
ELECT DEMS NOW PAC $1,000
ELECT EVERY DEMOCRAT PAC $2,500
ELECT MORE DEMOCRATS PAC $1,000
FAIR SHOT PAC $10K
FIGHTING FOR SOUTH TEXAS PAC $2,000
GETTING RESULTS BY ENGAGING THE GRASSROOTS PAC $2,000
GRIT & HEART PAC $1,000
HMP $5,000
INNOVATION FOR GOOD PAC $10K
INTERNATIONAL BROTHERHOOD OF ELECTRICAL WORKERS POLITICAL ACTION COMMITTEE $2,000
JEFFRIES FOR CONGRESS $4,000
JERSEY VALUES PAC $1,000
JOBS, EDUCATION, & FAMILIES FIRST JEFF PAC $10K
JOINT ACTION COMMITTEE FOR POLITICAL AFFAIRS $1,500
KATHERINE CLARK FOR CONGRESS $4,000
LA BAMBA PAC $1,500
LATINO VICTORY FUND $1,000
LEADING PEOPLE FORWARD PAC $2,000
LIFTOFF PAC $2,500
LORI TRAHAN FOR CONGRESS COMMITTEE $1,000
MAINTAINING INTEGRITY IN OUR NATION PAC $1,000
MARC VEASEY CONGRESSIONAL CAMPAIGN COMMITTEE $1,000
Paid for by Carlos for Congressfrom 2026-10-25 to 2026-10-25spend $0–990–99 impressions
Carlos De La Cruz plans to clean up corruption, ban Congressional stock trading, lower the cost of living, and create jobs when he gets to Congress. His opponent, Johnny Garcia, was handpicked and bankrolled by Washington party bosses to rubber-stamp their agenda, raising YOUR taxes by $4,000 a year. Texas can't afford Johnny Garcia.
Name Calling: Labels the opponent as a puppet of 'Washington party bosses' who 'rubber-stamp' an agenda, discrediting him instead of addressing his positions.
Loaded Language: Emotionally charged terms like 'party bosses' and 'rubber-stamp' frame the opponent negatively.
Appeal to Fear: Emphasises a personal financial threat with capitalised 'YOUR' and a specific unverified figure to provoke anxiety.
Paid for by GRAND OPPORTUNITY USAfrom 2026-10-25spend $0–991,000–1,999 impressions
Carlos De La Cruz or Johnny Garcia? See how each record scores on the issues, side by side.
Then take the free 2-minute OppScore Challenge: answer 12 quick questions and find out which candidate in Texas's 35th District actually matches you.
Don't vote without taking the FREE OppScore Challenge.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Johnny Garcia won. Get what Johnny Garcia 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 VOTO LATINOfrom 2026-10-152 variantsspend $0–198200–1,998 impressions
Texas has never been closer to flipping blue — and it’s because of candidates like James Talarico, Gina Hinojosa, Bobby Pulido, Johnny Garcia, and Vicente Gonzalez.
These candidates are fighting for the change Latino communities deserve. But they need Latino voters behind them — informed, mobilized, and ready to show up on November 3rd.
Voto Latino is working around the clock to make sure every Latino voter in Texas turns out. Knocking doors. Sharing election information. And reaching communities that have never had someone show up for them before.
Support our work today — $10, $15, every dollar gets us closer to turning Texas blue this election.
Paid for by Carlos for Congressfrom 2026-10-13 to 2026-10-13spend $100–19920,000–24,999 impressions
Some people run from a fight. Carlos De La Cruz runs towards it.
After 20 years in the Air Force, his next mission is fighting—and delivering—for Texans.
🇺🇸 VOTE CARLOS DE LA CRUZ FOR CONGRESS 🇺🇸
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 National Education Associationfrom 2026-10-09spend $0–99100–999 impressions
Educators know medicaid cuts = cuts to services and accommodations students need to succeed. Johnny Garcia is fighting back.
You can help ensure EVERY student can succeed. Join the NEA in electing candidates like Johnny Garcia who support our mission of providing EVERY student with high-quality public education. Elect Johnny Garcia for Congress.
Glittering Generalities: Vague, emotionally positive promise that every student can succeed, with no specifics. Flagged: “ensure EVERY student can succeed”.
Paid for by JOHNNY GARCIA FOR CONGRESSfrom 2026-10-093 variantsspend $0–297200–2,097 impressions
Trump was just in San Antonio with my opponent. Trump knows how important this seat is and is ready to spend millions to defeat our campaign. This seat is one of only THREE SEATS Democrats need to flip to take back the House in November. Can you chip in $25 to help me win this seat and take back the House majority?
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 JOHNNY GARCIA FOR CONGRESSfrom 2026-10-09spend $0–990–99 impressions
The House majority runs through Texas and I need your help to win here in TX-35.
I’m Johnny Garcia – Democrat, Sheriff’s Deputy, and hostage negotiator. I’m running to lower costs, protect healthcare, and root out corruption. Pundits say this is one of the swingiest seats on the map – it’s one of the districts that Trump and Governor Abbott redrew to slightly favor Republicans, and in November we’re going to show them their gerrymander was a dumbymander.
To win, we need to ramp up our ads, knock more doors, and win over key undecided voters. Can you chip in $25 today to help me win this key seat?
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 JOHNNY GARCIA FOR CONGRESSfrom 2026-10-09spend $0–990–99 impressions
This seat is one of only THREE SEATS Democrats need to flip to take back the House in November. National Republicans are gearing up to spend millions to keep their Trump-Abbott agenda in place and hurt working Texans. Can you chip in $25 to send Johnny Garcia to Congress?
False Urgency: Stresses that only a tiny number of seats stand between Democrats and control of the House, which creates pressure to act immediately. Flagged: “only THREE SEATS Democrats need to flip to take back the House in November”.
Loaded Language: Uses emotionally charged framing, saying Republicans will 'hurt working Texans', instead of describing specific policies.
Appeal to Fear: Suggests that Republican spending will bring harm to ordinary Texans, which implies a threat that donations can prevent. Flagged: “spend millions to keep their Trump-Abbott agenda in place and hurt working Texans”.
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 TX; or it ran mostly in TX 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.