The Negative Campaign Ads: Why They Work Despite Being Hated
As campaign season ramps up in Arizona, the airwaves are flooded with negative campaign ads. While many people express disdain for these ads, research shows that they can be highly effective in influencing voters.
According to Samara Klar, a political science professor at the University of Arizona, negative ads often trigger an all-out war between candidates. In a recent study conducted by 12News, it was found that out of 39 ads aired during a random one-hour block, 14 were negative ads criticizing opponents.
But why do campaigns rely on negative ads if people claim to dislike them? Klar explains that negative ads can instill fear, threat, or anxiety in voters, which can sway their opinions. Despite the growing trend of people registering as Independents to distance themselves from political parties, negative ads continue to be a prominent feature of election campaigns.
While the prevalence of negative ads may seem off-putting, they serve a strategic purpose in political campaigning. Whether it’s the dramatic music or ominous voiceovers, these ads are crafted to evoke specific emotions in viewers.
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