Negative Campaign Ads: Effective or Offensive to Informed Voters?

As we take the turn into the home stretch to the mid-term elections, most of us will continue to be bombarded by campaign ads. Most of the campaign ads thus far have been the typical variety that features the platform and strengths of the candidate or focuses on the issues that may be of interest to voters in the specific area. Even though we may tire of viewing or hearing these political ads, they may be the most effective way for the candidate to gain name recognition and inform their audience. Usually they are thirty second “sound bites” that can only present the most memorable aspects of the candidate’s platform.

In order for a voter to become fully informed, it requires more work on the voter’s part. Unfortunately, most voters will not take the time to educate themselves on the candidates’ background, track record, political beliefs, and other things that will allow them to go to the polls and make the best decision. Often, the choice is the lesser of two evils based on the buzzwords that they’ve gained from the ads.

There are ads that I categorize as the “negative-lite” ads. These are the ads that focus more on what the candidate is against more so than the things that they promise to support or implement if elected. These ads will list all the things that the candidate will not do if they are elected or did not do if they are an incumbent running for reelection. These candidates know that if they convince the voters that they will not tamper with the status quo or controversial or complex issues, they might get the votes. These ads are usually the stepping stones to the fully negative ads that begin to appear as the election date draws near and depends on a candidate’s status in the polls. If they are trailing or if their once sizeable lead is slipping, the negative ads begin to appear. For many candidates, they will only run negative ads once the gauntlet is dropped by their opponent. An eye for an eye. A tooth for a tooth. Unfortunately, engaging in negative campaigning only lessens the stature of the candidates that sling the mud.