A study examined the particular variables utilized in argumentative spots (political advertisements that attempt to tell the audience where the candidate stands on particular topics) of the 1984 GOP senatorial hopefuls, in an attempt to ascertain if any advantages were manifested in different commercial patterns in content and format of the ads across geographical regions. The study investigated three salient characteristics that influenced the overall success of argumentative spots (otherwise known as arg-spots) which include issue, image, and visibility. Twenty-nine arg-spots were analyzed in light of these characteristics, and were broken down into four geographic regions--north, south, midwest, and west. Twelve variables, including primary topic issue, use of endorsement, and symbolic artifacts were evaluated for the arg-spots from each region, and similarities and distinctions across geo-regions were noted. Analysis revealed that from the perspective of the political campaign as an argumentative conflict made manifest through the mediated debate, the arg-spot played an important role in presenting selected and well-crafted arguments to the voting public. Findings suggests that arg-spots represent a positive step in re-establishing a healthy mediated deliberative diet for the voting public. (Ten tables are included, and 36 footnotes are appended.) (MM)