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175 ads analyzed · 77 use a rhetorical technique, most often loaded language and glittering generalities.
The words doing the persuading
From the Kiggans side · Paid for by America PAC“We fired Elaine Luria once. She'll rubber-stamp the far left agenda again. Confirm you're ready to VOTE!”Loaded LanguageSee this ad →
From the Luria side · Paid for by Elaine Luria for Congress“…and cut middle class taxes.
And we need leadership who will actually stand up against the current corruption in Washington and ban members of Congress from trading stocks.”Loaded LanguageSee this ad →
Jen Kiggans (Republican) and Elaine Luria (Democrat) are the nominees for Virginia's 2nd congressional district in the November 3, 2026 general election. Jen Kiggans is the incumbent. By their latest FEC reports, Jen Kiggans's campaign had raised $7.6 million (through October 14, 2026) and Elaine Luria's campaign $8.0 million (through October 14, 2026). Outside groups have reported $1.6 million for Jen Kiggans and $7.4 million against; $1.3 million for Elaine Luria and $3.5 million against. Semblen has analyzed 175 ads in this race; 77 used at least one rhetorical technique, most often loaded language and name calling.
Jen Kiggans (REP, incumbent), Elaine Luria (DEM).
7 others filed with the FEC; any ads they ran are below. 175 ads analyzed, 77 with at least one technique in the copy.
Newest first. The paid-for-by line is the advertiser's own filing. Updated 2026-10-28. 2 ads from other advertisers shown separately below.
Also on every Virginia ballot: 3 statewide ballot measures →The ballot wording and the official arguments, read for rhetorical techniques.
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: Jen Kiggans · Elaine Luria.
Economy and cost of livingKiggans: stated · Luria: stated
Jen Kiggans (REP, incumbent)
Kiggans says she wants to cut inflation and the cost of living by reducing federal spending, backing pro-growth policies for small businesses and cutting regulation. She also says she wants to help workers gain skills for current and future jobs.
Luria says she wants to lower prices for working families, fight to repeal the tariffs, and reverse policies that have raised energy costs. She says she would act as a check on Trump's decisions that she says cost families money.
“In Congress, I will serve as a check on Trump’s bad decisions that are costing our families, fight to repeal the tariffs, and reverse legislation and policy decisions that have increased energy costs.”
Taxes and government spendingKiggans: stated · Luria: stated
Jen Kiggans (REP, incumbent)
Kiggans says she supported the Working Families Tax Cuts, which made the 2017 tax cuts permanent and eliminated most taxes on tips and overtime, and that she fought to expand the Child Tax Credit. She says she wants to cut wasteful spending while fully funding veterans' benefits, the military, Social Security and Medicare.
Luria says she would repeal the tariffs and criticises the tax cuts for billionaires that she says were paid for by Medicaid cuts. She says she would restore the Medicaid funding.
Kiggans, a nurse practitioner, says she wants more affordable and accessible care. She says she led a bipartisan effort to renew and reform the Affordable Care Act tax credits, introduced measures to lower prescription costs, and has worked to expand Medicare coverage and virtual care, and mental health resources.
Luria says she wants to restore expanded ACA premium subsidies, let Medicare negotiate prices on more drugs, and restore Medicaid funding she says was cut. She also wants to crack down on predatory medical debt collectors, standardize insurance paperwork, and expand loan repayment for rural doctors and nurses and access to telehealth.
“Cut health care costs for the middle class by restoring ACA premium subsidies.”
Social Security and MedicareKiggans: stated · Luria: stated
Jen Kiggans (REP, incumbent)
Kiggans says she will protect and preserve Social Security and Medicare and not touch benefits for current or near-term recipients. She says she opposes Medicare for All and supports lowering prescription drug costs.
“You can count on Jen to ensure that those who are receiving or near to receiving benefits will not have them touched.”
Luria says she will work to strengthen Medicare and Social Security and oppose any cuts to them. She also wants to expand the number of drugs Medicare can negotiate prices on.
“I will continue to advocate for strengthening Medicare and Social Security, stand firm against any efforts to gut seniors’ hard-earned benefits, and oppose cuts to these critical programs.”
Immigration and the borderKiggans: stated · Luria: stated
Jen Kiggans (REP, incumbent)
Kiggans says she supports Trump's border security efforts and voted for increased funding, including $47 billion to finish the wall and investments in agents, technology and infrastructure. She also cosponsored the Laken Riley Act to strengthen interior enforcement.
Luria says she supports stronger border security and efforts to deter illegal immigration, along with a pathway to citizenship for those who follow the nation's laws.
“a strong border is essential to strengthening our nation’s security”
Kiggans says abortion laws should be set at the state level, and she opposes abortions up to the moment of birth. She says she has advocated for women to choose life but respects exceptions for rape, incest and the life of the mother. She also says she supports expanding birth control access and protecting IVF.
Kiggans says Coastal Virginians can protect the environment without sacrificing jobs or hurting the economy. She says she wants to work across party lines on solutions to protect the Chesapeake Bay and other natural resources.
Luria says she will keep working to address climate change's effects on Hampton Roads, oppose offshore drilling, restore the Chesapeake Bay, and keep air and water clean. In Congress she founded the bipartisan Offshore Wind Caucus and backed climate-resilient infrastructure.
“I will continue to lead efforts to combat climate change’s impact on our local community, fight against offshore drilling, restore the Chesapeake Bay, and ensure Hampton Roads has clean air and water.”
Kiggans says she defends the Second Amendment and supports policies that make it easier for law-abiding Virginians to protect themselves while getting guns out of the hands of criminals.
Crime and policingKiggans: stated · Luria: no position
Jen Kiggans (REP, incumbent)
Kiggans says she supports fully funding and equipping police and first responders and opposes efforts to defund or abolish police. She says she has also backed expanded federal enforcement of organized retail crime penalties.
Kiggans says she wants students to be the focus of schools, with teachers and parents deciding how to teach and less federal involvement. She says she supports school choice, opposes Critical Race Theory, and voted for the Parents Bill of Rights.
Foreign policy and defenseKiggans: stated · Luria: stated
Jen Kiggans (REP, incumbent)
Kiggans says she supports a well-funded military and strong national defense, believing peace comes through American strength. She says she wants to hold China accountable, including sanctions over fentanyl, and reduce US dependence on China for goods, medications and technology.
Luria says she wants to improve life for military families, give troops the resources to deter adversaries, and act as a check on foreign wars. She calls the war in Iran an unnecessary intervention and says she would push to reverse cuts affecting veterans' care.
“serve as a check against reckless foreign wars that put our servicemembers at risk”
Elections and ethics in governmentKiggans: stated · Luria: stated
Jen Kiggans (REP, incumbent)
Kiggans says she voted for the Save America Act, which requires photo ID for elections, and wants to prevent ballot harvesting and voting irregularities. She also backed a ban on stock trading by members of Congress.
Luria says she supports banning members of Congress and their families from trading individual stocks, barring insider trading on prediction markets, and requiring jail time and expulsion for members who steal taxpayer funds. She also backs overturning Citizens United, passing the For the People Act, and reforming the pardon system.
“I support banning members of Congress and their families from trading individual stocks while holding office.”
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 2026-10-28. Counts are of distinct ads; the same text run many times is one ad.
Ads analyzed
175 · started running between 2026-08-10 and 2026-10-26
$143,900–234,490 on all ads, $69,000–110,681 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“the current corruption in Washington” — Loaded Language, paid for by Elaine Luria for Congress
· 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 Elaine Luria in office
Elaine Luria won. Get what Elaine Luria 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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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
Kiggans (R)
73
37 of 73 (51%)
Name Calling (20), Glittering Generalities (15), Loaded Language (14)
Kiggans's campaign
61
31 of 61 (51%)
Name Calling (16), Glittering Generalities (15), Loaded Language (9)
3 groups backing Kiggans
12
6 of 12 (50%)
Loaded Language (5), Appeal to Fear (4), Name Calling (4)
Luria (D)
85
34 of 85 (40%)
Loaded Language (17), Glittering Generalities (10), Appeal to Fear (7)
Luria's campaign
60
26 of 60 (43%)
Loaded Language (12), Glittering Generalities (8), Appeal to Fear (7)
6 groups backing Luria
25
8 of 25 (32%)
Loaded Language (5), Exaggeration/Hyperbole (4), Card Stacking (3)
Not placed on a side (9 sponsors)
17
6 of 17 (35%)
Loaded Language (4), Glittering Generalities (3), Bandwagon Appeal (2)
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.
44% of the 175 ads here use at least one of the techniques ticked below (77 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 29% 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.
liberal opponentin 11 ads· e.g. “my liberal opponent”, “My liberal opponent has Nancy Pelosi”
buyin 6 ads· e.g. “trying to buy a seat they can't defend on merit”, “buy this seat from under us”
nancy pelosiin 5 ads· e.g. “My liberal opponent has Nancy Pelosi”, “my liberal opponent has Nancy Pelosi bailing out her campaign”
seatin 5 ads· e.g. “trying to buy a seat they can't defend on merit”, “buy this seat from under us”
tryingin 4 ads· e.g. “trying to buy a seat they can't defend on merit”, “trying to buy this election”
campaignin 3 ads· e.g. “my liberal opponent has Nancy Pelosi bailing out her campaign”, “bankrolling her campaign”
corruptionin 3 ads· e.g. “corruption in Washington”, “unchecked corruption”
countryin 3 ads· e.g. “flooded our country”, “poured into our country”
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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.
HMP— $4.5M opposing Kiggans
· 13 ads on this pageLargest 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)GIFFORDS PAC— $922K opposing KiggansLargest donors:
GIFFORDS $4.5M (57%) (an organization: its own funders aren't reported to the FEC); JAMES L. GUTHRIE TRUST $571K (7%) (an organization: its own funders aren't reported to the FEC); WARFEL, EDWARD $497K (6%); HOUSE MAJORITY PAC $100K (1%)DMFI PAC— $900K opposing Kiggans
· 2 ads on this pageLargest donors:
Deborah Simon $3.5M (44%), Self Employed, Philanthropist; DEMOCRATIC MAJORITY FOR ISRAEL $1.4M (18%) (an organization: its own funders aren't reported to the FEC); Lynn Schusterman $750K (9%), NOT Employed, NOT Employed; WOMEN VOTE $500K (6%); UNITED FOR PROGRESS $200K (3%)314 ACTION FUND— $514K opposing KiggansLargest donors:
Michael Bloomberg $6.4M (38%), Bloomberg LP, Executive; 314 ACTION $4.6M (28%) (an organization: its own funders aren't reported to the FEC); MARTIN, JAMES W $2.1M (13%); KIMBARK FOUNDATION $500K (3%) (an organization: its own funders aren't reported to the FEC); PETERSON SOLUTIONS FUND $285K (2%) (an organization: its own funders aren't reported to the FEC)NO GOING BACK PAC INC.— $466K supporting Kiggansand 20 more
$8.0M through 2026-10-14individuals $6.2M · PACs $642K · party $6,011 · candidate's own money, incl. loans $8,010 · from the candidate's other committees $1.2M · cash on hand $479K
NO GOING BACK PAC INC.— $2.9M opposing LuriaPROGRESSIVE TURNOUT PROJECT— $793K supporting LuriaLargest donors:
STOP REPUBLICANS $6.1M (22%) (its largest donors: FAHEY, EILEEN $2.7M; PROGRESSIVE TURNOUT PROJECT $2.5M); LAWALL, JOY $6.0M (22%); PROGRESSIVE TAKEOVER $3.5M (13%) (its largest donors: EVEY, JULIE $1.4M); STOP THESE OPPRESSIVE PEOPLE: TYRANTS RACISTS UNQUALIFIEDS MISOGYNISTS PROPAGANDISTS (STOP TRUMP) $3.0M (11%) (its largest donors: JOHNSTON, ERIC $1.3M); DEM TURNOUT 2024 $2.1M (8%) (its largest donors: KITCHEN, CAROL $1.2M)AMERICA PAC— $290K opposing Luria
· 6 ads on this pageLargest donors:
Elon Musk $50.3M (100%), Space Exploration Technologies Corp., CEOPROGRESSIVE CHAMPIONS PAC— $238K opposing LuriaLargest donors:
CONSERVATIVE AMERICANS PAC $1.6M (100%)HMP— $184K supporting Luria
· 13 ads on this pageLargest 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)and 14 more
Paid for by Elaine Luria for Congressfrom 2026-10-262 variantsspend $0–198200–1,998 impressions
Elaine Luria here with Senator Tim Kaine.
VA-02 is the closest House race in the country, and we need your help in the final stretch before Election Day.
Will you chip in whatever you can to flip VA-02 and take back the House majority for Democrats?
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 2026-10-26spend $0–993,000–3,999 impressions
Elaine Luria fooled us once. Don’t fall for her act again.
In Congress, Elaine Luria enriched herself. Luria’s net worth increased by up to 10x. Making Washington work for her, not us.
And now, Elaine Luria wants another chance. Higher taxes for you. Bigger profits for her.
Don’t give Elaine Luria a second chance.
Paid for by KIGGANS FOR CONGRESSfrom 2026-10-263 variantsspend $100–39716,100–22,997 impressions
Washington does not need more fighting. It needs more people willing to serve. As a former Navy helicopter pilot, a nurse practitioner, and a mom of four, I know what it means to serve, and I know what matters most.
That is why I am proud to be ranked one of the most bipartisan members of Congress. I may not agree 100% of the time with anyone in Washington, but I am always 100% with you.
This election is about more than politics. It is about our families and the future of our country. On November 3rd, vote Jen Kiggans!🇺🇸
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Elaine Luria won. Get what Elaine Luria 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 KIGGANS FOR CONGRESSfrom 2026-10-263 variantsspend $300–59741,000–51,997 impressions
Crazy political ads are annoying, so enjoy this break.
But don’t forget: When Elaine Luria was in Congress she owned millions in publicly traded stock, voted to subsidize her stock portfolio, and voted with Biden and Pelosi 100% of the time....and she doesn’t live in the second congressional district
On November 3rd, reject Elaine Luria, because she’s wrong for VA-02.
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 KIGGANS FOR CONGRESSfrom 2026-10-263 variantsspend $0–2973,000–5,097 impressions
It’s time to get out and vote! The choice is clear in this election:
I will always put our district first, and Elaine Luria will always put herself first. Election Day is November 3rd.
Let’s win this!
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 GRAND OPPORTUNITY USAfrom 2026-10-25spend $200–2998,000–8,999 impressions
Jen Kiggans or Elaine Luria? 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 Virginia's 2nd 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.
Paid for by Elaine Luria for Congressfrom 2026-10-23 to 2026-10-234 variantsspend $0–396100–1,296 impressions
In Virginia, public records show whether someone has voted or not.
Your neighbors are showing up in record numbers — voting for leaders like Elaine Luria.
Will you be on the list?
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 KIGGANS FOR CONGRESSfrom 2026-10-23spend $0–994,000–4,999 impressions
🚨 MARK YOUR CALENDARS! 🚨 Join Team Kiggans for our RED, WHITE & BLUE RALLY on Election Eve with special guests Speaker Mike Johnson, Governor Glenn Youngkin, and MORE! 🇺🇸🔥
We’re going all out to finish STRONG and bring home the win! 💪🗳️ RSVP NOW using the link — you won’t want to miss this! LET’S GO, VA-02!! 🔴⚪🔵
https://www.eventbrite.com/e/red-white-and-blue-rally-with-jen-kiggans-and-speaker-mike-johnson-tickets-2003516347328?aff=oddtdtcreator
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 AMERICAN ASSOCIATION OF NURSE ANESTHETISTS SEPARATE SEGREGATED FUND (CRNA-PAC)from 2026-10-232 variantsspend $400–59818,000–23,998 impressions
Jen Kiggans is tackling inflation and rising costs, backing evidence-based policies, protecting patient choice and cutting the red tape that gets between patients and their care. Vote for Jen Kiggans on November 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 Elaine Luria for Congressfrom 2026-10-2316 variantsspend $1,400–2,984127,000–166,984 impressions
In Virginia, public records show whether someone has voted or not.
Your neighbors are showing up in record numbers ‒ voting for leaders like Elaine Luria.
Will you be on the list?
no techniques found
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 VA 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.
Matt Baker for Congress: campaign for another office
Paid for by Matt Baker for Congressfrom 2026-10-02spend $0–99100–999 impressions
Debate for VA-02 Congressional Candidates.
Jen Kiggans for Congress and Elaine Luria when is the debate? We are going to have one, right? Voters should see and hear directly from all the candidates.
A few areas I’d like to talk about in a public forum (readers, please add additional in the comments):
Affordability and the impact of war and tariffs.
Election integrity for the past 10 years.
2nd Amendment rights.
Military readiness, deployments, equipment, and facilities.
Veteran issues.
Data centers, utility mergers, and AI regulation.
The 40 Trillion Dollar debt today and the trillions that will be added due to deficits in the next two years.
Https://www.mattbakerindependent.com
#va #vote #veteran #virginiabeach #suffolk #chesapeake #va02 #isleofwight #easternshoreva
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 VA; or it ran mostly in VA 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.