The coordination of the ad tells us that the motivations of the group presenting it is to reach the typical American parent/spouse who is spending their time and gas money picking up groceries and doing other things to take care of their family, but instead of being rewarded for their hard work and dedication, if they vote for Kerry, they will instead be severely penalized through higher taxes. Ultimately, the motivation is to win the election. However, the more indirect motivation is to discredit John Kerry and the "liberals" (a term that is spoken as if it were the most reprehensible term on earth) by making it seem as if they are 'out to get' the average American. The implication is that Kerry does not have the best interests of the American public at heart.

Interestingly, there is never anything said positive about Bush in this ad. All of the announcer's comments and the woman's thoughts are based on negative reflections of Kerry. There is a never a moment when the announcer implies that Bush would not raise taxes or that Bush is looking out for the average American. These thoughts are merely expected to be inferred by the listener because they are in advertisement.