Comparing Positive and Negative Political Advertising on Radio

Abstract

Compared to positive political ads, negative political ads presented on radio appear to be a two-edged sword that can sometimes cut the sponsor more than the target. In an experiment with college students, negative issue ads were perceived as relatively fair and resulted in a competitive advantage for the sponsor of the ad over the target of the ad. But negative image ads were seen as relatively unfair and resulted in a backlash against the sponsor. Negative ad arguments were remembered more than were arguments from positive ads.

Positive and negative effects of political disaffection on the less experienced voter

“…In addition, individuals report more confidence in evaluations of individuals when based on negative information rather than positive information (Fiske, 1980;Hodges, 1974;Levin & Schmidt, 1969;Warr & Jackson, 1976;Wyer, 1970). The evidence of a stronger relationship between stated voting intentions and actual voting behavior after exposure to negative political advertising than after exposure to positive political advertising suggests that negative advertising appears much more likely to influence actual voting behavior than positive advertising (Shapiro & Rieger, 1989). Furthermore, the research suggests that it may do so via third-person perceptions and efficacy.…”

“…As a result, while the purpose of negative campaigning is to undermine the reputation of the targeted candidate, negative political advertising can have a backlash effect on perceptions of the sponsoring candidate (Garramone, 1985;Merritt, 1984;Shapiro & Rieger, 1992). Within elections, voters may become sympathetic toward the target of negative campaigning.…”

Negative Advertising and the Dynamics of Candidate Support

“…The findings here are similarly mixed. Some research suggests that citizens support candidates who attack at lower levels (Shapiro and Rieger 1992;Weaver-Lariscy and Tinkham 1996;Matthew and Dietz-Uhler 1998;Lemert et al 1999;Min 2004;Brader 2005) whereas other research implies just the opposite: that citizens are less supportive of candidates who use negative messages (Roddy and Garramone 1988;Ansolabehere and Iyengar 1995;Kaid 1997;Shen and Wu 2002;King and McConnell 2003).…”

Should Women Emote? Perceptual Bias and Opinion Change in Response to Political Ads for Candidates of Different Genders

“…Specifically, three kinds of effects damaging to the attacker are sometimes believed to result from the public's dislike for the technique: a boomerang effect, the victim syndrome, and the double impairment effect (JohnsonCartee & Copeland, 1991). The boomerang or backlash effect produces greater public criticism of the attacker than of the target (Garramone, 1984;Roddy & Garramone, 1988;Shapiro & Rieger, 1992). In the victim syndrome, a negative ad elicits more positive feelings toward the target than the attacker (Robinson, 1981).…”