Many high-ticket products appeal to greed. Candidates appeal to feelings of patriotism, fears of such things as war, crime, loss of jobs, poor education for children and so on. This guy will lead us into war. And on and on. Every political ad has a central and sometimes several more minor appeals.
Hot buttons are appeals that work very effectively with a large percent of the population of voters.
Music and background sounds Almost all political ads use music. It's usually orchestral, stately, designed to sound inspiring to a broad spectrum of listeners. Volume of music is very important. A common approach is have a crescendo of sound at the end an ad. Background music is borrowed from horror movies when the ad attacks an opponent.