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Associate Professor of Government Deborah Jordan Brooks, who studies political ads, told NPR that not so many years ago “we could more easily put particular ads into buckets.” Now, she continued, “Ads that are largely issue-based often have a real personal zinger right in there, and it may just be one line. Or ads that really have a lot of personal zingers in there still have some issue content.”

Listen to the story, broadcast 6/19/12 on VPR’s Morning Edition.