The Empty Ad: How Political Language Became a Frame Without Content

When construction money wears a union’s face, even silence becomes persuasive.

By Cherokee Schill with Solon Vesper — Horizon Accord

This piece began as a question whispered between two observers of language: why do so many political ads now sound like echoes of each other—empty, polished, and precise in their vagueness? When we traced one such ad back through its shell companies and filings, the trail led to a labor-management fund whose money builds both roads and narratives. What follows is less an exposé than a map of how silence itself became a political strategy.

Thesis

In the new persuasion economy, language no longer argues—it associates. A thirty-second ad can move an election not by what it says, but by how little it dares to mean. The Stronger Foundations campaign against Assemblywoman Andrea Katz in New Jersey distilled the method: three nouns—schools, taxes, bad—and a cinematic hush. Behind the quiet stood a labor-management machine using the moral weight of “union” to advance developer power.

Evidence

Stronger Foundations Inc. presents as civic and neutral: a Rahway P.O. Box, a treasurer named Andrew DiPalma, and declarations of independence from any candidate. In filings it is a 527 organization / Super PAC, its every major dollar drawn from one source—the Engineers Labor-Employer Cooperative (ELEC 825), arm of the International Union of Operating Engineers Local 825. ELEC is not the archetypal union of teachers or transit workers; it is a labor-management trust, half union, half contractor consortium, whose purpose is to secure more building projects and smooth permitting across New Jersey and New York. Through its Market Recovery Program, ELEC directly subsidizes bids for warehouses, assisted-living complexes, and dealerships—any private construction that keeps union cranes moving. In 2024 it again ranked among New Jersey’s top lobbying spenders. From that engine flows Stronger Foundations: a soft-front PAC whose ads resemble public-service announcements but function as political pressure valves. The Katz attack followed their older pattern—used before in LD-25 races in 2020—compressing fiscal anxiety into negative association, timed precisely around budget season. No policy critique, only a ghost of disapproval. A civic-sounding name delivers an anti-public message.

Implications

When union branding merges with contractor capital, democracy confronts a new mask. The emotional trust once reserved for worker solidarity becomes a delivery system for private-sector discipline of public spending. “Union” evokes fairness; “foundation” evokes stability; together they sell austerity as prudence. This fusion rewrites political language: worker good becomes developer inevitable. And because the ads contain almost no claim, journalists cannot fact-check them; algorithms cannot flag them; voters cannot quote them. They pass like pollen—weightless, fertile, invisible.

Call to Recognition

We must name this grammar before it hardens into common sense. A democracy that loses its nouns to private equity and its verbs to consultants will forget how to speak for itself. Every time an ad says nothing, ask who benefits from the silence. Every time a “union” speaks, ask which side of the paycheck wrote the script. Meaning has become a contested resource; recovering it is an act of public service.

Playbook Sidebar — How to Spot a Stronger Foundations-Style Ad in 10 Seconds

1. Name Mask: civic or architectural nouns (“Foundation,” “Bridge,” “Future”).
2. Issue Blur: invokes taxes or schools, never cites data.
3. Moral Camouflage: uses union or community imagery.
4. Short Burst: two- to three-week ad window before fiscal votes.
5. Funding Echo: trace back to a single trade-industry PAC.

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