One of the main problems with political thinking is we ascribe the transitive property to everything a voter might encounter as they form an opinion: - Trump is popular in your state; so even if you're running for Governor, talk about Trump. - The border is important, so show pictures of the border next to your face. Well OK - but is there more to it than that? Sometimes or Ever? We know people don't ascribe linear transitive properties to [[political ideas]]. Have a conversation with a normal voter in a normal place and see how much linear reasoning you encounter. (Then find and undecided voter, and become depressed) Why the hell do we stuff language people would never use, with images that are inherently discordant, into their faces and expect them to like it? [[Our Eight Rules of Ad Making]] apply.