Political ads are despised by the public and yet are viewed by millions of Americans every election. "I Approve this Message" bridges the gap between the viewers and the ad makers. The documentary goes through the logic behind political ads, the persuasive techniques used, and how ad makers break people’s resistance towards watching them."I Approve This Message" fosters a greater appreciation for political ads as a form of storytelling and tool of public debate and civil discourse. At the same time, it is an educational tool that shows how a political ad is designed to manipulate the audience.