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Negative campaigning is the process of deliberately spreading negative information about someone or something to worsen the public image of the described. A colloquial, and somewhat more derogatory, term for the practice is mudslinging .
Viewers like to complain about the outrageous, demagogic and disingenuous negative television ads. But media gurus know these ads are effective.
Attack ads often form part of negative campaigning or smear campaigns, and in large or well-financed campaigns, may be disseminated via mass media. An attack ad will generally unfairly criticize an opponent's political platform, usually by pointing out its faults. Often the ad will simply make use of innuendo, based on opposition research ...
While using fear in ads has generated some negative reactions by the public, there is evidence to show that "shockvertising" is a highly effective persuasion technique, and over the last several years, advertisers have continued to increase their usage of fear in ads in what has been called a "never-ending arms race in the advertising business".
Negative campaigning against House GOP members has been largely by mail, text and digital strategies, Whetsell said. “That’s the tactical answer,” Whetsell said.
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They also find that "negative ads work better for Republicans than for Democrats, and better for men than for women; unfortunately, negative ads also work better in general than positive ones". [34] Challengers who spend more time campaigning get a higher vote share against incumbents in state house elections. [35]
During a Q&A session on 18 October 2013 on C-SPAN Mr. McInturff explained why negative campaigning works against the healthcare law: The way our brains work, if you're starting at a very weak base, it's easier to hear negative information that reinforces what you believe in a way that pushes it off the cliff than it is to hear so much new ...