Balancing Negative Advertising
From Talking Politics:
Negative advertising is rampant in today’s political process. Whether at the national, state, or local level, campaigns create advertisements that attack and create unfavorable opinions of their opponents. In order to detract voters from their opposition, campaigns attempt to negatively define their opponent before that candidate has a chance to define themselves in a positive light; they do this with negative ads. After defining a negative ad, scholars and politicians alike have questioned the memorability of negative versus positive ads and whether or not these destructive advertisements succeed in drawing support away from their opponent. Politicians also worry about the backlash the aggressive ads might have on their own campaign and their success.
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