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What unethical politicians and marketing firms weaponize is loyalty and love. Republicans are very loyal and tend to have a deep love of their country. Through ads they can manipulate those feelings to make a group of people move toward or away from something. Then to that add a manufactured enemy, say the undefined nemesis called "liberal," then off goes the chemical fight or flight response.

With enough repetition, all they have to do is mention the trigger word "liberal" to steer the direction of a crowd.