Being able to analyze the imagery and tone of political ads is key to helping students learn to make informed decisions about the political process. Political ads can be divided into two main categories: “fear” and “cheer.” Fear ads, also known as attack ads, attack the policies and/or character of a political opponent and present a negative view at what could happen if that opponent is elected. Cheer ads highlight the favorable elements of a candidate’s experience and/or character, and illustrate how that candidate would have a positive impact. In this Lowdown lesson, students will analyze and evaluate the use of tone, language, images, sound and emotion in various famous political TV ads. They will also reflect on the power and limitations of positive and negative political ads to influence public opinion.