Negative political advertising - always negative?

Negative Advertising - Attack and Contrast

Attack advertising

• Attack ads focus on criticizing the opponent

Pros of Attack Ads	Cons of Attack Ads
In an ad-hoc ad a candidate attacks an opponent's stand on the issues, rather than attacking his or her character.	Ads that attack an opponent's character, called theme ads, may make voters cynical and cause general distrust in government and politicians.
Attack ads can provide voters with information about candidates' past records, flaws and faults that they are unlikely to supply themselves.	A candidate who attacks an opponent's character in a theme ad may lower his or her own personal image with voters. Remind you of anyone in the primary?
Attack advertising that focuses on the issues is less likely to alienate voters.	Attack advertising that focuses on character may reduce voter turnout on election day by as much as 5%. Attack ads can make voters feel disillusioned about politicians and the election process.

Contrast advertising

• Contrast ads make a case for the candidate and a case against his or her opponent.
• Contrast ads are the most informative of all ads when it comes to policy and isses.
• Contrast advertising is a good way for candidates to point out the differences between themselves and their opponents to voters.
• Contrast ads encourage voters to think about both sides of an issue.

Positive Advertising - Advocacy Ads

• What is often called positive advertising is more accurately described as advocacy advertising.
• In these ads candidates talk about themselves, but not their opponents.
• Advocacy ads are more likely to be feel-good ads that focus on character.
• Advocacy ads are the least informative of all three kinds of ads about policies and issues.

If you judge political ads by the amount of useful policy information they give voters, then negative ads are actually better than so-called positive ads. Contrast ads tend to provide the most information, followed by attack ads, and bringing up the rear are the advocacy ads.

Check out these ads from the 1997 New Jersey Governor's Race and decide for yourself whether they're attack ads, contrast ads, or advocacy ads: "We're Number One" and "Hiding" by Jim McGreevey, and "Failure", aired by Murray Sabrin.

Or, read about whether Katz and Street have been running negative ads in this article from the Inquirer.

Project
Monitor political ads on television and radio. What percentage of attack ads, contrast ads and advocacy ads are there? Test the theory that contrast and attack ads are more informative than advocacy ads. Do a survey of your family and friends, asking them what ads they remember seeing for each candidate. Then ask them if the ad made them feel differently about either of the candidates, and what they learned about the candidates' stands on the issues. Post your results on your Student Voices website, or in the discussion room!

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