John McCain: Tax Man Aug, 15, 2008, from Presidential General Election Ads

"Celebrities, Yes" and "I'm [John McCain], and I approve this massage" are Symbols, the second one is used by Obama, too. "Obama's new taxes could break your family budget" is Maybe, and saying three times of "Obama's taxes" is Repetition. "Higher Taxes, Higher Gas prices, Economic Disaster" these words are Fear, and over all, this commercial is Scapegoating. The commercial is only focusing on Obama's higher taxes and doesn't tell any of McCain's tax plans. It is very simple and easy to understand, but personally, I would rather see positive commercials than negative ones.