An Analysis of Presidential Campaign TV Ads

 

Panelists Align on Scores; Lament Contempt Tactics

UNITE, the non-profit founded by Tim Shriver to ease the country’s political divisions, today released its Dignity Index scores on language from presidential campaign TV ads.

“The panelists’ scores again show a strong bipartisan agreement on dignity and contempt,” said Shriver. “The comments also show that the panelists can be passionately invested in an issue and still see through efforts to manipulate their emotions and divide them from other Americans.” 

One panelist on the right said of an ad against Vice President Harris: “This passage is describing her like the only thing she wants to do and will keep doing is separating families and destroying people … it’s very sad when we need to get to that level.”

A panelist from the middle wrote, “I honestly struggle voting for anyone anymore because those who can’t just talk with kindness and finding common ground with one another to accomplish anything to make the world better just isn’t worth my vote or acknowledgement at all.”

A panelist on the right wrote, “I see both sides attacking each other, and that makes me wonder how can things be accomplished in our country if all we do is fight.”

One panelist in the middle wrote: “I hope after election day this hurtful talk will end.”  

On the upbeat side, two ads were scored a FIVE, which means stating a position without any contempt for the other side. In response, one panelist wrote, “If more people talked this way, there would be less division in the country.”

Another wrote, “This statement is a FIVE because it is a friendly statement about the candidate they support. It is not attacking anyone. It is an example of a person telling their story.” 

Following this week’s scores, The National Citizens Panel will release scores three more Fridays, with the final release coming on Friday, November 15. Next week’s scores will cover the closing campaign messages of former President Donald Trump and Vice President Kamala Harris.

 

THE LATEST SCORES

Panelists score by matching language from the speech passage with descriptions in the Dignity Index scoring guide, which is available here. 

 
 
 
 
1
2
3
4
5
6
7
8
Destroying innocents, tearing apart communities and devastating families. And Kamala won't change a thing, so Americans will continue to lose their lives.
Trump-Vance Campaign
A campaign ad referring to the current administration's immigration policies
2 is the most frequently chosen score by members of the National Citizens Panel.
Why was this contempt dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
Believes the other side is an existential threat.
Subtext goes here
Those people are evil. They're going to ruin our country if we let them. It's us or them.
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
It is so sad to me how the adds for campaigns are just bashing one another anymore and not unifying or showing dignity for one another. I honestly struggle voting for anyone anymore because those who can’t just talk with kindness and finding common ground with one another to accomplish anything to make the world better, just isn’t worth my vote or acknowledgment at all.🤦‍♀️😕
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
We always need to be very careful how we expressed ourselves out there. I score this passage a 3 because it's making a personal attack towards Kamala Harris. This passage is describing her like the only thing she wants to do and will keep doing is separating families and destroying people. and to be honest when you see things like that it's very sad that we need to get to that level.
A panelist on the right , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
47% of all panelists
Contempt
Dignity
1
2
3
4
5
6
7
8
Average Score
2.64
• Left Avg: 2.60
• Middle Avg: 2.55
• Right Avg: 2.81
Agreement: Very Strong
95%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY
1
2
3
4
5
6
7
8
Unlike Trump, Kamala Harris is fighting for everyday hard working people. She's fought for us to get healthcare and she is fighting for us to keep it.
Tina Hinchley
In a campaign ad for Harris-Walz
4 is the most frequently chosen score by members of the National Citizens Panel.
Why was this contempt dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
Denies similarities, highlights points of difference, downplays common interests and values.
Subtext goes here
We’re better than those people. They don’t really belong. They don’t really share our values.
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
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Panelist Thoughts
Although the speaker is saying nice things about Kamala she is also being dismissive, disdain and contemptuous towards Donald Trump by saying " unlike Trump". Without that I would have rated it a 6 or 7.
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
This statement could have been a five, similar to the previous statement from the woman happy about the government money she received, but the main difference is that this person used their statement to attack the other side. The "Unlike Trump" aspect turns this from a statement of support of her side, to an attack on the other side. She is clearly implying things in her statement, which fits with the distorting of the other persons position, therefore it is a four.
A panelist on the right , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
I scored this a 4 wanted to give it a 5, but the implication of the statement brought down to a 4, but it is just a common person expressing their view on the given subject
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
I hate these "fighting for us" fluffy claims. I want a little more meat to it. Harris was an early supporter of Medicare For All and I'd rather hear about why she doesn't support it now and what she thinks is more viable in 2025.
A panelist on the left , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
37% of all panelists
Contempt
Dignity
1
2
3
4
5
6
7
8
Average Score
4.42
• Left Avg: 4.44
• Middle Avg: 4.51
• Right Avg: 4.24
Agreement: Moderate
61%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY
1
2
3
4
5
6
7
8
When people tell me they don't believe in Vice President Harris, I point to the things that I'm doing. And when they’re excited about me, you know, working with kids, I say I can’t do this without that grant that came from the federal government. She’s had our back since day one.
Anton Moore
A community activist in a campaign ad for Harris-Walz
5 is the most frequently chosen score by members of the National Citizens Panel.
Why was this contempt dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
Speaks openly, explaining their views, but never with contempt.
Subtext goes here
I share my views with no contempt so they're easier for others to hear.
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
This statement is a five because it is a friendly statement about the candidate they support. It is not attacking anyone, it is an example of a person telling their story. I would not rank it any higher than a five because there is no indication of finding common ground, it is a generic statement of support for one side.
A panelist on the right , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
This is a perfect fit for 5 in my opinion. The speaker is clearly talking and expressing his ideas about the vice president and how that made an impact on the things he believes.
A panelist on the right , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
52% of all panelists
Contempt
Dignity
1
2
3
4
5
6
7
8
Average Score
5.3
• Left Avg: 5.16
• Middle Avg: 5.32
• Right Avg: 5.43
Agreement: Strong
86%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY
1
2
3
4
5
6
7
8
Nothing will change with Kamala, more weakness, more war, more welfare for illegals, and even more taxes.
Trump-Vance Campaign
A campaign ad
3 is the most frequently chosen score by members of the National Citizens Panel.
Why was this contempt dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
Makes a personal attack on the other, targeting performance, competence, appearance, background, character or morals.
Subtext goes here
Ascribes all the good qualities to "us" and all the bad qualities to "them."
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
Again I see both sides attacking each other. and that makes me wonder how can things be accomplish in our country if all we do is Fight. Everyday people tend to fight with each other believing that's the solution to everything and it is not. Again we see a personal attack to the individual.
A panelist on the right , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
This is their opinion, but now I feel contempt. And some animosity. They are making claims that may or may not be true.
A panelist on the left , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
47% of all panelists
Contempt
Dignity
1
2
3
4
5
6
7
8
Average Score
3.12
• Left Avg: 3.04
• Middle Avg: 3.13
• Right Avg: 3.19
Agreement: Very Strong
95%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY
1
2
3
4
5
6
7
8
A second Trump term - more unhinged, unstable and unchecked.
Harris-Walz Campaign
A campaign ad
3 is the most frequently chosen score by members of the National Citizens Panel.
Why was this contempt dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
Makes a personal attack on the other, targeting performance, competence, appearance, background, character or morals.
Subtext goes here
Disdains the other side.
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
This is just going bac and forth with the name calling and accusation.
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
This quote is a personal attack on Trump.
A panelist on the left , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
58% of all panelists
Contempt
Dignity
1
2
3
4
5
6
7
8
Average Score
2.92
• Left Avg: 2.88
• Middle Avg: 2.97
• Right Avg: 2.90
Agreement: Very Strong
96%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY
1
2
3
4
5
6
7
8
Kamala is for "they/them," President Trump is for you.
Trump-Vance Campaign
A campaign ad alluding to gender issues
4 is the most frequently chosen score by members of the National Citizens Panel.
Why was this contempt dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
They’re working for those people, not for us.
Subtext goes here
"Us and them" – but never "we."
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
This post was disdain and contemptuous towards kamala and her support towards the LGBTQ community. He could have said that phrase differently.
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
The division in this statement is bothersome pitting people in groups like race baiting with pro nouns
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
43% of all panelists
Contempt
Dignity
1
2
3
4
5
6
7
8
Average Score
3.6
• Left Avg: 3.68
• Middle Avg: 3.42
• Right Avg: 3.76
Agreement: Strong
86%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY
1
2
3
4
5
6
7
8
One man believes in no tax on tips, no tax on social security and now no tax on overtime.
Right For America PAC
A campaign ad for Trump-Vance
5 is the most frequently chosen score by members of the National Citizens Panel.
Why was this contempt dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
Speaks openly, explaining their views, but never with contempt.
Subtext goes here
I share my views with no contempt so they're easier for others to hear.
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
If more people talk this way there would be less division in this country.
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
I believe this is a 5 because I just see somebody expressing their ideas. I don't see any sign of contempt at all. Just a person speaking openly about their thoughts
A panelist on the right , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
70% of all panelists
Contempt
Dignity
1
2
3
4
5
6
7
8
Average Score
4.70
• Left Avg: 4.68
• Middle Avg: 4.74
• Right Avg: 4.67
Agreement: Moderate
77%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY
1
2
3
4
5
6
7
8
Who will Trump look out for in his second term? It's not you.
Harris-Walz Campaign
In a campaign ad
4 is the most frequently chosen score by members of the National Citizens Panel.
Why was this contempt dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
They’re working for those people, not for us.
Subtext goes here
"Us and them" – but never "we."
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
I hope after election day this hurtful talk will end.
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Just a baseless statement with nothing to back up this claim. Who is it aimed at anyway?
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
47% of all panelists
Contempt
Dignity
1
2
3
4
5
6
7
8
Average Score
3.65
• Left Avg: 3.76
• Middle Avg: 3.65
• Right Avg: 3.52
Agreement: Strong
86%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY

All of the National Citizen Panelist quotes have been attributed verbatim to retain the authenticity of the language.

Press Contact: press@unite.us

 
Ashley Guckertnational citizens panel