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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) — San Diego Sheriff's deputies were investigating a deadly shooting in Fallbrook on Saturday.SDSO homicide detectives were called to the 700 block of Convertible Lane just after 12 p.m. for reports of gunshots by neighbors.Deputies arrived to find an adult male suffering from gunshot wounds. He was pronounced dead at the scene, despite life-saving efforts by North County Fire crews.The department didn't immediately identify whether a suspect was in custody.Anyone with information on the incident is asked to call Crime Stoppers at 888-580-8477. 582

ENCINITAS, Calif. (KGTV) -- Authorities are asking for the public’s help identifying a woman accused of stealing identities.On February 26, Deputies were contacted by a resident in Encinitas who said someone stole her identity and tried to withdraw money from her bank account.Authorities say the suspect also applied for and received credit cards in the victim’s name and made charges on the fraudulent accounts.Detectives later discovered that the same suspect also stole identities of several other people throughout San Diego and Riverside Counties.Anyone with information is asked to call the North Coastal Sheriff’s Station at 760-966-3500 or Crime Stoppers at 888-580-8477.Crime Stoppers is offering up to a ,000 reward for anyone with information that leads to an arrest. 789

ESTES PARK, Colo. — The family of 20-year-old Micah Tice, the United States Air Force Academy Preparatory School student missing on Longs Peak near Estes Park, Colorado, criticized the National Park Service during a Friday evening press conference.Benjamin Tice claims that officials with Rocky Mountain National Park, which has suspended the search for the 20-year-old man missing for two weeks in wintry weather, have not done enough to find his son. “Limited searches were conducted and directed by the National Park Service and their search and rescue from November 27 to December 3,” Benjamin Tice said. “A total of six days of boots on the ground.”Micah Tice has been missing for nearly two weeks. He was last seen hiking on Longs Peak in Rocky Mountain National Park on November 24. Rangers found Micah Tice's vehicle at the Longs Peak trailhead the afternoon of November 26.Watch the press conference in the video player below:Benjamin Tice believes his son could have sought shelter in an area the National Park Service has not searched.“Hikers who’ve gone to this non-National Park Service searched zone report that there are numerous shelters that a hiker could be protected from severe weather elements,” he said.Efforts to locate the missing hiker began on Tuesday, November 27, three days after Micah Tice was last seen. Search resources have included ground crews, trained dogs and helicopters. However, Benjamin Tice said his family has been denied access to additional resources in the search for their son.“Despite our family’s pleas with the National Park Service to request assistance from the military, and specifically Fort Carson’s Mountaineering Division, we were repeatedly denied and were told that the National Park Service had sufficient resources,“ he said.In a statement to KMGH, Kyle Patterson, the public affairs officer for Rocky Mountain National Park, detailed the park's efforts in locating the cadet."The search for Micah has continued in severe winter conditions. The number of rescuers in the field beginning the morning of November 27 through Monday, December 3, has been appropriate given the difficulty of the high alpine environment, and the safety of the rescuers," Patterson wrote.Patterson said the park used military assets during the days-long search for Micah, including the mountaineering club from United States Air Force Academy. Patterson said the park was not contacted by Fort Carson to provide assistance.During the Friday press conference, Benjamin Tice pleaded for help from state and federal officials, including President Donald Trump.“President Trump, we plead for your help," Benjamin Tice said. "Secretary Zinke has the ability to request military assistance, and we have thus far not received word that this was formally done, despite verbal understandings that this was done. Secretary Zinke, we plead for your help. Colorado Governor Hickenlooper has the ability to activate National Guard troops to assist with the Micah Tice rescue. Gov. Hickenlooper, we plead for your help. Colorado Governor-Elect Jared Polis has tremendous influence in this area as congressman. Governor-Elect Polis, we plead for your help."Friends of the family and other experienced hikers plan to search the area again this weekend. They say activity from Micah Tice’s cellphone was recorded November 25 around 10,000 feet, the elevation where the weekend search will focus on.The National Park Service suspended their search Tuesday. Officials say they could resume if conditions are favorable. 3620

ESCONDIDO, Calif. (KGTV) -- Students at Classic Academy High School will return to school Tuesday without one of their own, who was tragically killed in a car accident over the weekend. Jonah Staebell died early Saturday morning when the truck he was riding in crashed. CHP officials say the accident happened at about 2:35 a.m. on Saturday on Summit Drive and Old Pasqual Road. Officers say seven teens were riding in a pick-up truck when the 18-year-old driver lost control and overturned. Five teens, including Staebell, were riding in the bed of the truck and all of them were ejected. Staebell died at the hospital. Staebell's principal, Dana Moen spoke to 10News Monday night. Moen remembered Jonah as a beloved student who did well in the classroom and in athletics. Moen says Staebell played football, lacrosse, and was a dancer. School officials tell 10News students officially go back to school on Tuesday and grief counselors will be on-site for as long as they're needed. According to Moen, the other teens involved in the accident were all treated at the hospital but have since been released. CHP says speed was a factor in the crash, but drugs or alcohol were not involved. According to the family's GoFundMe page, Jonah was the youngest of four siblings. If you'd like to donate to the GoFundMe, click here. 1331