There are essentially two kinds of ads, and understanding what their aim is will help you avoid being manipulated. Warm and fuzzy. Of course, they look for the image they think the voters will like best. Attack and divide. Then, there are the more controversial ads.
Politicians love to talk about bringing people together, but they also win votes by dividing people.
The point is to divide voters, driving away potential support for your opponent. Polls show that abortion, despite the inordinate amount of attention it gets in campaigns and newspapers, is hardly the most pressing concern for most Americans. Since 5 percent can swing an election, campaigns pay a lot of attention to that one issue. Gun rights is just as sticky. Polls show a large majority of Americans favor gun controls.