Truth Be Told: Breaking down a controversial 'Defund the Police' ad against Joe Biden

A new series at TMJ4 will be looking at the truth behind political advertisements.

APPEAR ALL OVER YOURTELEVISION SCREEN.

TONIGHT,TMJ4 NEWS... ALONG WITH OURPARENT COMPANY E-W SCRIPPS...IS LAUNCHING A NEW SERIES OFREPORTS CALLED "TRUTH BETOLD." WE'RE GOING TO FACTCHECK THE ISSUES CANDIDATESBRING UP IN ADS... AND MAKESURE THEY'RE TELLING YOU NOTJUST THE TRUTH... BUT THEáWHOLEá TRUTH.

TONIGHT, WEPULL BACK THE CURTAIN WITH TWOPEOPLE WHO ACTUALLY áPRODUCEáPOLITICAL ADS... TO SHOW YOUTHE TRICKS OF THE TRADE WHENIT COMES TO TRYING TOINFLUENCE YOUR VOTE.

HERE'SOUR JOE ST.

GEORGE:Truth be Told, it's that timeof year I'm Joe Biden and Iapprove this message When yourtelevision gets overwhelmed.I'm Donald Trump and I approvethis message So what shouldviewers look out for whenwatching a political ad?

Iwrite, produce To get answers,we went to Democratic ad makerJulian Mulvey 21.44 at thispoint all gloves are off AndRepublican ad maker SaraCutter.

The first secretrevealed: Pay attention tofont 5:19 you got the red linehere Julian says Democratswill use a lot of redlettering on ads against thePresident.

It's meant to getyour attention and eveninstill fear.

Which you see alot in negative adverting.

Thefirst color you ever see inyour life is red The secondsecret revealed Pay attentionto the voice..

When a campaignis worried they might be alittle too over the top with aclaim, they'll use a femalevoice.

No one is here to takeyour call Sara says this ad byPresident Trump did just that.16:34 there can be more fearin a females voice without itseeming to be too much therecan also be more urgency in afemales voice Be on thelookout for tv journalistsappearing in your televisionthrough campaign commercials.It's a tactic being used moreoften and you should notejournalists don't like it andjournalists can't stop it.Julian says tv stations can'tsue to get their reporters outof ads and research showsviewers are MORE likely tobelieve those commercials WHENTHEY SEE THE FACE OF SOMEONETHEY WATCH ON THE NEWS.

25.06local anchors are trustedindividuals The fourth secretrevealed: Distorted photos ofcandidates In Georgia, senatorDavid Perdue had to take thisdown after his campaign madehis opponent's nose lookbigger.

Secret #5 Actors andstaffers are sometimes used.the medical bills wereastronomical This ad inArizona tells the story of asomeone with cancer beinginspired by the Senator MarthaMcSally campaign.

The campaignnever disclosed the woman usedto work for McSally.

20.33keep your wits about you Andsecret revealed #6 Don't clickon digital ads.

Sarah tellingus when you click on an ad,computer programs WILL SIMPLYSERVE YOU UP more ads in thefuture.

10:47 we can trackyour information and followyou with more ads.

Its kindlike when you click on thatPatagonia jacket and that samejacket follows you are theinternet.

It's the sametechnology.

For Truth Be ToldI'm Joe St.

George