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Experts predict over billion worth of campaign political ads will be produced in 2020. So, what are the campaigns doing to influence your vote? THE EXPERTS To find out the tactics used by campaigns, we reached out to Sara Cutter, a Republican ad maker, and Julian Mulvey, a Democratic ad maker. SECRET #1: FONTPay attention to font. Mulvey says Democrats will use a lot of red lettering in commercials against President Donald Trump. That's because it instills some fear and catches your eye. "It's what I call a black, white and red ad. Which you see a lot in negative adverting. Those are sort of the primal colors and the first color you ever see in your life is red," Mulvey said. Mulvey pointed to an ad by the Lincoln Project as an example of red lettering. SECRET #2: VOICEPay attention to the voice. Sometimes, Cutter says, ad makers will use a female voice when they are worried a claim may be too over-the-top. "There can be more fear in a females voice without it seeming to be too much. There can also be more urgency in a female's voice," Cutter said. SECRET #3: JOURNALISTS Pay attention to journalists appearing in a campaign commercial. While journalists hate appearing in ads, Mulvey says they can't sue to get their face out of them. It's also become more popular in recent years as they test well in focus groups. "Local anchors are trusted individuals," Mulvey said, defending the tactic. SECRET #4: DISTORTED PHOTOSSometimes photos of candidates are altered. A recent ad by individuals trying to re-elect Senator David Perdue made Perdue's opponent's nose look bigger. 1604

FALLBROOK, Calif. (KGTV) — Bar patrons foiled a robbery Saturday by rushing the accused gunman and holding him until deputies arrived.Patrons at the Red Eye Saloon at 1448 South Mission Rd. in Fallbrook were in the bar's parking lot around 2 a.m. when a man pulled a gun on them and demanded their wallets and cell phones, according to the San Diego Sheriff's Department.The suspect, identified as 22-year-old Fidel Moreno, fired one shot in the air, witnesses told deputies.MAP: Track crime happening in your neighborhoodFearing for their safety, the group rushed Moreno and tackled him, according to deputies, and held him down until deputies got there.A 9mm pistol loaded with a 16 round magazine, with one casing missing, were found at the scene, deputies said. A spent shell casing was located near where Moreno was being held down.Deputies said Moreno was also in possession of two loaded 10 round magazines.Moreno was arrested for assault with a deadly weapon, robbery, negligent discharge of a firearm, and other firearm charges.He's scheduled to appear in court Aug. 21 and is being held on 0,000 bail. 1142

ENCINITAS, Calif. (KGTV) — San Diego County beaches brings in huge crowds, especially during a sunny Memorial Day weekend. Aside from teaching water safety and rescues, this year, Encinitas lifeguards are busy enforcing the public health order.Everyone loves the beach. But no one likes restrictions, especially on a holiday weekend, celebrating those who sacrificed their lives to get us our freedoms. But times are different now. "We are enforcing," Captain Lary Giles of the Encinitas Marine Safety Center said. RELATED: Restaurants reopen in time for Memorial Day weekend under new guidelinesLike every Memorial Day weekend, the Encinitas Marine Safety team is out in full force. They have summer lifeguard tower staffing. But this year, they also have a special COVID-team and Sheriff's deputies driving up and down the coastline. "There's a lot of educational contact... Several thousand a day from the team," Captain Giles said. The three main points they drill into visitors are: Masks required, keep a 6-foot social distance, and no stopping or gathering. It gets a bit tricky on the city's 4-foot staircases that take beachgoers to the sand. RELATED: What to know: Changes at San Diego restaurants, retail this Memorial Day weekend"Our beach accesses are very tight when you come down the staircases at Grandview, D Street, and Swami's," Captain Giles said. "The lifeguards at the bottom of those accesses there along with signage, are contacting several people throughout the day."10News saw about half the people abiding by the rules. Others chose to ignore them. "Some people think that they're just going to throw their towels down and sunbathe for half an hour," Encinitas resident Larry Durment said. "That just isn't how it's going to roll. Lifeguards are on them within three to five minutes, so they're pretty good about that."RELATED: San Diego hair salons ready to reopen await 'Stage 3' decisionEvery few minutes, lifeguards in the Marine Safety tower would use the loudspeakers to remind folks about what is allowed and what is not.Allowed: Surfing, swimming, paddleboarding, kayaking, walking and runningProhibited: Gathering, sitting, sunbathing, games, and stationary exercises"As long as we obey the rules, we should be able to keep the beaches open. So let's just do that. That way, we can have fun together," Durment said. RELATED: Businesses pushed to Stage 3 fight to reopen in San DiegoEncinitas lifeguards said their focus is still not to ticket folks. But to educate them about the importance of the regulations. 2555

ESCONDIDO, Calif. (KGTV) — The sign out front Andre Villa's Escondido home says "heartbreak," though a visit brings anything but.The location of family gatherings and holidays is highlighted by one very obvious attraction: "The Heartbreak Hotel."Villa's yard and home are adorned with thousands of pieces of memorabilia spanning the 1950s. Everything from Big Boy, to Coca-Cola signs, a gumball machine, and much more. It's a beacon at 622 Utah Street that can’t be missed and is always seeing an addition.Even unwelcome ones.RELATED: Carlsbad Flower Fields explode with color in spring opening"The sign says 'The Heartbreak Hotel,'" Villa started. "I've had people looking for rooms in the middle of the night, knocking on the door."Villa recalled one couple who "walked right in" while they were watching television.But there are only three icons worthy of taking up so much space at Villa’s home: James Dean, Elvis, and Marilyn Monroe.Villa’s habit for collecting began as a child with James Dean magazines and growing to movie posters, but his love of cinema really catapulted his penchant for the icons.RELATED: Convoy Street rooster mural highlights efforts for future neighborhood archway"The love for movies grew more and more, and it just kind of helped out to put everything together as 'The Heartbreak Hotel' from the love of movies as kid," Villa said. "It's still out of control and I'm still having a great time."As years have gone by, he's continue to find things at retail and antique stores, even getting calls from sellers from time to time about a new item perfect for the home.And despite facing the obvious challenge of where to put everything, Villa’s habit doesn’t appear close to slowing — though, not for lack of trying. He's currently looking at making an inventory of everything he has and downsizing, just not all at once."I would hate to part with any of it right now, but I think it's time. But I'm not talking about tomorrow, and hopefully not for another five to 10 years, depending on what I got left in me here," Villa said. "I'd really hate to part with a lot of it ... I'd rather part with a little bit now, than to depart and have everyone scramble around figuring out what they're going to do with it."RELATED: Break from town: Where to take a day trip from San DiegoBut for family and friends who have lived with the vibrant showcase of decades past, the home will always be more than a pop culture time capsule. Behind the glitz and glam of statues portraying The Duke and The King, it's where his home has become a neighborhood icon.Villa invites people to take photos in front of his home, but asks that people let him know ahead of time if they plan to stop by or would like a look around. And he's more than happy with his home's continued popularity."I'm tickled to death with it right now," Villa said. 2856

ESCONDIDO, Calif. (KGTV) — A firefighter was injured Wednesday when a roof collapsed on him while battling a blaze at a North County strip mall.Crews responded to the strip mall at 945 W. Valley Parkway just before 3:20 p.m., according to Escondido Fire Department. One engine arrived to the end unit of the mall fully engulfed in flames and extending into a neighboring business, EFD said.It's not clear how the fire started. The fire appears to have originated in a shoe repair and garment cleaner business, according to Google Maps images. The business sits next door to a gun and ammo business.One firefighter was injured in the blaze when part of a roof collapsed, according to EFD. He was taken to Palomar Medical Center for treatment. EFD didn't reveal the extent of the firefighter's injuries.EFD added that one civilian had minor smoke inhalation and refused treatment at the scene. 899

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