Positive ads advertising that highlights a candidates qualifications family and positions in a positive light without referencing the opponent These are significant because they highlight a candidates positive qualities Mostly used by incumbents Bush v Gore 2000 Gore wanted a recount of the votes in Florida and Florida authorized the recount This is significant because it used the equal protection clause of the 14th amendment to stop the hand counting recount Swing States A state that votes differently all the time whether it be democrat or republican in presidential elections This is significant because you can never count on these states to vote the way you think they may McCain Feingold Bill BCRA McCain lost to Bush because he outspent him He created this bill in order to eliminate soft money campaigning Limited hard money donations to 2 000 per candidate This is significant because it was created so an election outcome like this wouldn't happen again Contrast ads compares the proposals of one candidate to the other with a favoritism towards the sponsor