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111 ads analyzed · 54 use a rhetorical technique, most often loaded language and glittering generalities.
The words doing the persuading
From the Cooke side · Paid for by COOKE FOR CONGRESS“…Cooke, the Democrat running to flip WI-03.
My opponent Derrick Van Orden stands with extremists and corporate PACs.
But we have something stronger: you.
I hope you can chip in $5,…”Loaded LanguageSee this ad →
From the Orden side · Paid for by America PAC“Staying home is a vote for Rebecca Cooke. Don't let the couch win. Get off your butt and DEFEAT Cooke!
Skip this one and Cooke and the socialists win. Open borders. Higher taxes. Get off…”Loaded LanguageSee this ad →
Rebecca Cooke (Democrat) and Derrick Van Orden (Republican) are the nominees for Wisconsin's 3rd congressional district in the November 3, 2026 general election. Derrick Van Orden is the incumbent. By their latest FEC reports, Rebecca Cooke's campaign had raised $12.7 million (through October 14, 2026) and Derrick Van Orden's campaign $9.1 million (through October 14, 2026). Outside groups have reported $1.8 million for Rebecca Cooke and $5.5 million against; $2.4 million for Derrick Van Orden and $13.5 million against. Semblen has analyzed 111 ads in this race; 54 used at least one rhetorical technique, most often loaded language and glittering generalities.
Rebecca Cooke (DEM), Derrick Van Orden (REP, incumbent).
2 others filed with the FEC; any ads they ran are below. 111 ads analyzed, 54 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. 3 ads from other advertisers shown separately below.
Also on every Wisconsin ballot: 3 statewide ballot measures →The ballot wording and the official arguments, read for rhetorical techniques.
How to vote in Wisconsin
From Wisconsin's official election office. Each line links to the official page it came from.
Registration
Register by Wed, Oct 14 (Online/mail: 20 days before. In person at clerk until Friday before (Oct 30), or at polls on Election Day). Same-day registration: Proof of residence required (passed)Source: elections.wi.gov ↗
Early voting in person
Varies by county; check your county’s schedule (In-person absentee; each municipal clerk sets its schedule, starting up to 14 days before the election)Source: elections.wi.gov ↗
By mail
Anyone can vote by mail; request a ballot by Thu, Oct 29 (Received by municipal clerk by 5 p.m. on the 5th day before the election (online or mail)); return it by Tue, Nov 3 (Received by 8 p.m. on Election Day; postmarks do not count) (passed)Source: elections.wi.gov ↗Source: elections.wi.gov ↗
Checked October 8, 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 2026-10-28. Counts are of distinct ads; the same text run many times is one ad.
Ads analyzed
111 · started running between 2026-05-12 and 2026-10-26
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 Rebecca Cooke in office
Rebecca Cooke won. Get what Rebecca Cooke 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
Cooke (D)
60
28 of 60 (47%)
Loaded Language (20), Name Calling (10), Glittering Generalities (9)
Cooke's campaign
30
16 of 30 (53%)
Loaded Language (12), Glittering Generalities (7), Name Calling (5)
12 groups backing Cooke
30
12 of 30 (40%)
Loaded Language (8), Name Calling (5), Card Stacking (4)
Orden (R)
23
16 of 23 (70%)
Appeal to Fear (9), Name Calling (9), Loaded Language (7)
Orden's campaign
9
2 of 9
Appeal to Fear (1), False Urgency (1), Loaded Language (1)
5 groups backing Orden
14
14 of 14 (100%)
Appeal to Fear (8), Name Calling (8), Loaded Language (6)
Not placed on a side (13 sponsors)
28
10 of 28 (36%)
Glittering Generalities (9), Loaded Language (5), Black-and-White Fallacy (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.
49% of the 111 ads here use at least one of the techniques ticked below (54 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 36% 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.
socialistin 5 ads· e.g. “the socialists”, “socialist Rebecca Cooke”
extremistin 4 ads· e.g. “extremist”, “MAGA extremists like Derrick Van Orden”
chaoin 3 ads· e.g. “not more chaos”, “chaos in Washington”
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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.
Rebecca Cooke (DEM)
Raised
$12.7M through 2026-10-14individuals $10.9M · PACs $789K · party $5,625 · from the candidate's other committees $940K · cash on hand $447K
SAFETY & AFFORDABILITY PAC INC.— $4.9M opposing CookePROGRESSIVE TURNOUT PROJECT— $616K supporting CookeLargest 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)ONE FOR ALL COMMITTEE— $400K supporting Cooke
· 2 ads on this pageLargest donors:
ADVOCACY ACTION FUND $500K (77%) (an organization: its own funders aren't reported to the FEC)AMERICA PAC— $395K opposing Cooke
· 7 ads on this pageLargest donors:
Elon Musk $50.3M (100%), Space Exploration Technologies Corp., CEOFOR OUR FUTURE— $264K supporting CookeLargest donors:
SEIU COPE (SERVICE EMPLOYEES INTERNATIONAL UNION COMMITTEE ON POLITICAL EDUCATION) $2.0M (42%); AFSCME WORKING FAMILIES FUND $1.2M (24%); AFT SOLIDARITY 527 $1.1M (22%) (an organization: its own funders aren't reported to the FEC); AFSCME PEOPLE $500K (10%) (an organization: its own funders aren't reported to the FEC)and 15 more
$9.1M through 2026-10-14individuals $5.3M · PACs $1.3M · party $22K · from the candidate's other committees $2.5M · cash on hand $1.2M
Outside spending
$13.5M opposing Orden · $2.4M supporting Orden· latest reported 2026-11-03
Largest outside spenders
HMP— $8.9M opposing Orden
· 5 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)LCV VICTORY FUND— $1.7M opposing Orden
· 4 ads on this pageLargest donors:
LEAGUE OF CONSERVATION VOTERS, INC. $18.0M (81%) (an organization: its own funders aren't reported to the FEC); Amos Hostetter $600K (3%), Pilot House Associates LLC, Chairman; DEMOCRACY PAC $500K (2%); Giovanna Randall $375K (2%), Randall Apparel, Designer; Eric Laufer $375K (2%), Laufer Wind Group, Film ProducerAMERICAN MAJORITY ACTION PAC— $1.0M supporting OrdenLargest donors:
RESTORATION OF AMERICA PAC $6.8M (100%)TOMORROW TOGETHER— $881K opposing OrdenEDF ACTION VOTES— $747K opposing OrdenLargest donors:
ENVIRONMENTAL DEFENSE ACTION FUND $10.7M (75%) (an organization: its own funders aren't reported to the FEC); Susan Z Mandel $2.5M (18%), NOT Employed, NOT Employed; Michael Bills $200K (1%), Bluestem Asset Management, Founder; Barbara Hostetter $100K (1%), Barr Foundation, Chair; Amos Hostetter $100K (1%), Pilot House Associates LLC, Chairmanand 35 more
Paid for by Families Over Billionairesfrom 2026-10-26spend $100–19925,000–29,999 impressions
Congressman Derrick Van Orden promised not to cut Medicaid and SNAP, but then voted to do exactly that when he supported Trump's Big Ugly Bill.
Wisconsin, make sure to hold him accountable for his lies by sending him a message on November 3rd.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Rebecca Cooke won. Get what Rebecca Cooke 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 Campaign for Working Class Communitiesfrom 2026-10-26spend $500–599125,000–149,999 impressions
Republicans have failed on their promise to keep us out of foreign wars. Will you join the fight to help elect Rebecca Cooke so we can put an end to forever wars?
Paid for by Campaign for Working Class Communitiesfrom 2026-10-26 to 2026-10-27spend $0–9920,000–24,999 impressions
Sharon and Nolan are ready for change! No body voted for this war. Will you join the fight to help elect Rebecca Cooke so we can put an end to senseless wars?
Bandwagon Appeal: Presents named supporters as already ready for change to nudge the reader to join them. Flagged: “Sharon and Nolan are ready for change!”.
Exaggeration/Hyperbole: Absolute claim that literally no one voted for the war overstates the evidence. Flagged: “No body voted for this war.”.
Loaded Language: The emotionally charged word 'senseless' frames wars as pointless without argument.
Glittering Generalities: Vague, positive promise to put communities and families first with no specifics. Flagged: “will put Wisconsin communities and families first”.
Paid for by Working Americafrom 2026-10-26spend $0–99100–999 impressions
Rural hospitals are a lifeline for farmers and their families. Derrick Van Orden voted for Medicaid cuts so deep that rural hospitals may have to close their doors.
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 SEIU COPE (SERVICE EMPLOYEES INTERNATIONAL UNION COMMITTEE ON POLITICAL EDUCATION)from 2026-10-232 variantsspend $900–1,09853,000–63,998 impressions
Your representative, Derrick Van Orden, voted to make healthcare more expensive for working people.
📣 That’s why Rebecca Cooke is running for Congress - she will protect affordable healthcare and put workers first.
You can vote early until Sunday, November 1st. And Election Day is coming up on Tuesday, November 3rd!
Make your plan to vote now, and vote Rebecca Cooke for Congress! ⬇️
https://seiu.turbovote.org/
Glittering Generalities: Vague, positive campaign promises with no specifics about how they would be delivered. Flagged: “protect affordable healthcare and put workers first”.
Paid for by Alliance for Youth Powerfrom 2026-10-22spend $400–4999,000–9,999 impressions
Rebecca Cooke is fighting to lower costs and stop data centers from raising our utility rates. Meanwhile Derrick Van Orden supports tax breaks for data centers. Vote for Rebecca Cooke by Nov. 3.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid posts that ran in WI 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.
True North News: news-style page
Paid for by True North Newsfrom 2026-10-12spend $0–99100–999 impressions
House Speaker Mike Johnson urged Sparta voters to re-elect Rep. Derrick Van Orden at a rally Wednesday. Johnson said he believes the 3rd Congressional District race is among the three most competitive in the country.
Paid for by True North Newsfrom 2026-10-12spend $0–99100–999 impressions
House Speaker Mike Johnson urged Sparta voters to re-elect Rep. Derrick Van Orden on Wednesday.
Johnson said he believes the 3rd Congressional District race is among the three most competitive in the country.
#Wisconsin #WIPolitics #WINews
Paid for by True North Newsfrom 2026-08-02 to 2026-08-042 variantsspend $0–1984,000–5,998 impressions
🚨 U.S. Rep. Derrick Van Orden (R-WI) and Centers for Medicare & Medicaid Services Administrator Dr. Mehmet Oz announced Wisconsin will receive approximately $204 million in Rural Health Transformation Program funding in 2026, following a tour of Marshfield Medical Center in Eau Claire.
The funding is part of the $50 billion Rural Health Transformation Program created by the One Big Beautiful Bill Act, which distributes $10 billion annually to states from 2026 through 2030. Dr. Oz noted the funding amounts to over $1 billion for Wisconsin over five years.
Rep. Van Orden led the Wisconsin congressional delegation in working with CMS and the Trump Administration to address a Medicaid reimbursement disparity, with recent formula changes resulting in an additional $1 billion in federal healthcare funding for Wisconsin. CMS proposed rule 91 FR 46562 is designed to bring Wisconsin closer to parity with other states in federal Medicaid reimbursement.
What does this rural health funding mean for patients and providers in Wisconsin's 3rd Congressional District? 👇
#Wisconsin #RuralHealth #Medicaid #RepVanOrden #DrOz #Breaking
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 WI; or it ran mostly in WI 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.