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How Successful Are Negative Ads in a Political Campaign?

Ads in the presidential race have gone negative and are expected to continue on that trend for the balance of the campaign. How successful do you think these tactics will be?

 

“All of those negative ads that he’s running won’t do a thing to lower your gas prices or to lift up the debate in this country,” said then candidate Barack Obama about ads that were being run by his opponent, Sen. John McCain, in 2008. “The fact is, these Washington tactics do the American people a disservice by trying to distract us from the very real challenges that we face.”

But that was than and now and this is now.

ABC News Blogs report that despite that statement, the Obama campaign has been flooding Iowa and eight other battleground states with TV ads attacking Republican rival Mitt Romney for his financial investments and alleged ties to outsourcing. Although he decried it four years ago, a sluggish economy and tight race appears to have set the president on a path to using those same tactics himself. ABC News reports that of the 68,000 plus Obama ads that aired between June 2 and July 2, about 52,000 were negative. Republicans say they are an attempt to distract voters from the president’s actual record.

It could be argued that the ads do not “lift up the debate in the country,” but the real question is, do they work?

Are you likely swayed by negative ads in any campaign? Do you listen to what is said in negative ads and will the information likely change your vote?

Related Topics: question of the day

Tammy Osier

10:25 am on Friday, July 13, 2012

I've heard some of them. Don't really seem negative to me. He's not saying anything that isn't true. On the other hand, Obama has been called out several times for ads that not only don't speak the truth but allude to and outright lie. I have no problem with negativity if it's based on truth. But I would rather hear, "This is what I'm going to do and this is how I'm going to do it". I'd like a bit more confidence in the Republican message.

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Dwayne

2:34 pm on Sunday, July 15, 2012

I'd rather hear them tell the truth and hold them accountable. If someone got votes because of a lie they told, then that should be some sort of campaign fraud. No negative ads necessary, maybe a good bond hearing though. That would get rid of half of the negative ads and dirty politicians. As far as the other half, they risk losing votes to the better campaigner. Some people vote based on ethics i/o political position.

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Sharon Swanepoel

10:52 am on Friday, July 13, 2012

Tammy, I believe ABC News was referring to the ads that were put out by the Obama campaign. For me personally, when I hear a negative campaign I'm completely switched off. No matter who it comes from, I see it the same way as I see a defendant choosing not to take the stand. It might not mean they're guilty, but that's the way I see it. Same with negative ads - if your message is so good, stay on it. If you spend your whole time running down an opponent, to me it looks like you don't have much to say about yourself - and that can't be a good thing. Just my opinion.

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Rebecca McCarthy

11:24 am on Friday, July 13, 2012

Sharon, sad to say, negative ads work very well. Two UGA J-School professors, in advertising, studied negative ads and their effectiveness and found out these ads, by either party, work well to undermine and damage their opponents. This started in the U.S. with Thomas Jefferson and his minions attacking John Adams. With lies, of course.

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Bonnie

3:29 pm on Saturday, July 14, 2012

Sharon & Tammy - you are SPOT on - I couldn't agree more. If a sitting President can't run on his own record he shouldn't be running at all!

Tammy Osier

11:34 am on Friday, July 13, 2012

Oh, I agree Sharon. Running people down totally turns me off. But if you are calling out a specific thing that doesn't work and putting in a plan that does, then I don't see it as putting down. But, you're right. It does reveal a lot on the part of the person who does it. Especially ticks me off when Obama spews outright lies, knowing that much of the uninformed public will swallow it. By then, the damage is done.
Look at the speech at the NAACP. Romeny was applauded many times, gave a good overview of the school choice plan he wants to implement to give poor families a choice in education and still got run down by some as trying to pander to a racist base, and the booing got front page coverage! Give me a break! Listen to it...it so doesn't do that at all!!! We're really in need of some great reform in our country. Both in policy and in personal integrity.

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Gail Moore

11:40 am on Friday, July 13, 2012

Tammy, I've heard this argument from both sides. Many feel the Republicans are doing the spewing; others feel it is the Democrats. There are all sorts of ways to look at numbers. I don't believe any of them are OUTRIGHT lies - but there are always way to interpret even the facts and mathematical conclusions. Look for something untrue, you can find it in just about any statement.

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Gail Moore

11:34 am on Friday, July 13, 2012

Having worked a little in the political advertising arena, my experience has been that the negative ads ARE effective. Sure we might tire of them, but they have a place in the scheme of things that they make us think. And informed voters will then do a little research to find whatever truth is there. Otherwise, everybody looks SO good, how could we possibly choose? :)

It's always good for a candidate to know the strengths and weaknesses of their opponents and recognize their own at the same time. It really is very much a popularity contest and all about marketing YOUR strengths and your OPPONENT's weaknesses.

But here's the USA Today link that is included in our Patch Election Gadgets that addresses the advertising specifically. Pretty interesting! http://www.usatoday.com/news/politics/political-ad-tracker/index

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Sharon Swanepoel

12:24 pm on Friday, July 13, 2012

I agree that they work, specifically with the people who are undecided, for the reasons you mention Gail. However, I think there also is a certain sector - like myself - that you risk putting off. It could be argued though, and probably successfully in many of the cases, that the people you put off you might not have really had anyway. Although not always the case. I met one of the candidates for office a couple of weeks ago and really liked him, until he went negative. I certainly wasn't 100 percent sold on the opponent, but I think my gut is going to push me that way and the negativity is playing a large part in it. I'm big on tell me what you can do, not what your opponent can't.

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Gail Moore

1:05 pm on Friday, July 13, 2012

I'm with you, Sharon. To hear it from someone's own mouth during a campaign is very disagreeable to me.

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Kristi Reed

12:17 pm on Friday, July 13, 2012

Speaking of negative ads - how many of you got the anti-Beaudreau postcard in the mail today?

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Sharon Swanepoel

12:30 pm on Friday, July 13, 2012

Someone's going really hard after Beaudreau. Does the postcard say whose campaign it is from?

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Kristi Reed

12:36 pm on Friday, July 13, 2012

It lists the sender as someone by the name of Joe Newton. I tried to call the number on the website and got voicemail.

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Gail Moore

1:04 pm on Friday, July 13, 2012

I haven't seen that one, Kristi. Do you think it will have the desired effect of do you think it will drive undecided voters to consider Mike more positively? And I guess we have to figure out where the "line" is of ugly negative that is poorly delivered.

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R++ - One of the famous "Dacula Crew"

2:28 pm on Friday, July 13, 2012

Well if you poke around a bit you’ll find that Mike B and Loraine Green were allies back in the 2006 – 2008 time period.

Landmark Com, Kevin Kenerly, the whole stinkin mess still stuck to our shoes…

Michelle Couch

1:05 pm on Friday, July 13, 2012

Who ever is responsible for wasting all the money on the attack robo-calls, the attack postcards, etc..pertaining to Commissioner Beaudreau - I certainly don't want them representing my district! That speaks to how they spend campaign money, and it reflects on how they will spend taxpayer money.

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R++ - One of the famous "Dacula Crew"

2:25 pm on Friday, July 13, 2012

http://www.peachpundit.com/2006/07/11/the-saga-continues/

Bill McKinney - Kevin Kenerly and the former Snellville Mayor currently running has him as the current Campaign manager? EWWW!

“I realize this is confusing, but Gwinnett politics often is. Loyalty is often non-existent as demonstrated by the fact that Kenerly hired McKinney earlier this year to find out who might be running against him. McKinney took the money even as he himself was searching for a candidate to challenge Kenerly (and then filed an ethics complaint when Kenerly failed to report the payment). In fact, McKinney approached me about taking Kenerly on last year earlier this year.”
by Buzz Brockway

http://www.gwinnettgazette.com/main/section/6-guests/470-levell-responds-to-last-minute-attacks

The Shirley Lasseter campaign for District 1 Commissioner has finally shown its true colors. In today's edition of the Gwinnett Daily Post, and in an automated phone call to District 1 voters, Shirley's agent, Joe Newton, distributed a series of lies and falsehoods about Bruce LeVell's record and his positions on the issues.

Ed Varn

1:14 pm on Friday, July 13, 2012

Attack ads are very effective in that they require the opposing candidate to spend more time defending his(her)self and less time on message.

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M.K. Osborne

1:16 pm on Friday, July 13, 2012

I look at the facts to determine validity , if it checks out then its game on , if not i disregard it.

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R++ - One of the famous "Dacula Crew"

4:32 pm on Friday, July 13, 2012

This just in:

Under “The 10 things to do this weekend” brought to you by … Ex-customer

http://www.mikethesleaze.com/

I guess time will tell us, but there are some really sharp knives out there.
Time to view and comment.

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Kristi Reed

4:43 pm on Friday, July 13, 2012

That image on the website is the same one that was on the postcard.

M.K. Osborne

5:44 pm on Friday, July 13, 2012

Some good connect the dots on here , i can understand why one would scramble the troops on this.

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EthicsInGwinnett

6:05 pm on Friday, July 13, 2012

Joe Newton is behind these attacks. He openly supported Bannister's two campaigns and now he claims Beaudreau was part of the Bannister clan? HA!

By the way, Newton is under investigation in DeKalb for harassing a female candidate at her home trying to intimidate her out of a race for House of Representatives.

http://brookhaven.patch.com/articles/roberts-residency-challenge-ridiculous

Roberts' residency was proven and she will be on the ballot. Not only is Joe Newton a thug he's a liar.

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R++ - One of the famous "Dacula Crew"

10:56 pm on Friday, July 13, 2012

Three sides to every story ....

Those of you who believe that homestead exemption is the deciding factor in determining residency need to remember a few facts. Like the Powell case from 2008 where a homestead exemption question could not keep a candidate off the ballot. Or the Williams case from 2004 where a homestead exemption question could not keep a candidate off the ballot.
by Charlie

Another view from the Peach Pundit peanut gallery of Mr. Salty Cracker:

"I have no dog in this hunt but have to chuckle with the double speak between residence and homestead and living where.
Her explanation is she lives in the district (now) – Rose Ridge – & has lived in DeKalb for 20 yrs.(street/district ?) to obfuscate the accusation.

The law says if you own it 1/1 you are eligible for homestead exemption and: “To be granted a homestead exemption, a person must actually occupy the home, and the home is considered their legal residence for all purposes.”

She can certainly call either or both homes her “occupied” residence but the one she homesteads is the legal residence for all purposes. Any of us owning two or more homes and our CPA’s are acutely aware of this & filing more than one homestead exemption is illegal.

“errant” would have to be a total screw up on DeKalb’s part from the exemption on record not one that a filer got “confused” on. That’d be easy to clear up."

http://www.peachpundit.com/2012/06/12/roberts-responds-to-residency-challenge-2/

M.K. Osborne

6:15 pm on Friday, July 13, 2012

I liked the Ricoh copier transaction story .

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M.K. Osborne

6:20 pm on Friday, July 13, 2012

Im checking each source they provided as back up , and it may just be one of those negatives because it went main stream . Joe may be indeed what you stated or he may have did some reverse lobbying that is not suitable for the incumbents pallet.

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R++ - One of the famous "Dacula Crew"

10:27 pm on Friday, July 13, 2012

Paging EthicsInGwinnett...

Cleanup in aisle 9 please, It seems that we may have been "reamed"

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EthicsInGwinnett

11:59 pm on Friday, July 13, 2012

R,

An Administrative Law Judge already ruled that Roberts will be on the ballot. Joe Newton's thugish behavior failed. Now Joe is turning his attacks toward Beaudreau and once again the facts are not on his side. Not that he cares, he's trying to help Jerry Oberholtzer just like he helped Bannister, Lassiter and Heard. The Bannister cabal lives on!

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R++ - One of the famous "Dacula Crew"

12:18 am on Saturday, July 14, 2012

Even the names just strung together like that sounds like a law-firm now doesn't it?

As I posted earlier from the political wonks, it appears the homestead exemption can't be used as the sole source in contesting ballot listing, but the flip side is that its still the legal residence of record for which there can be only one at a time... SO liar may not always apply.

So I hope there's more to the response than just name calling, our future is at stake here. PLEASE don't tell us we are pinning our hopes on a phone bill...

Because we WANT the TRUTH!!

Karsten Torch

11:59 am on Saturday, July 14, 2012

Even though we kinda drifted from the OP, I'm going to go ahead and bring us back to the idea. Negative ads, unfortunately, work very well. People hear negative things and generally believe them, without bothering to verify. It's just the way it is. Truth is, though, Obama's campaign really doesn't have a lot of choice. Not like there's a lot of positive to run on. Still very high unemployment, an unpopular health care bill, ridiculous spending, a proposed budget that not even any Dems voted for, there's really nothing he can throw out there to sound positive. Tried spinning the spending thing to place all the spending done his first few months on Bush, didn't work for him. So in this campaign, it's all we're going to see from that side.

Probably the same thing with Romney, as his accomplishments all sound like a playbook for the liberals, given where he comes from. And we all know that won't work very well with the conservative base. He's got experience creating jobs and a successful business career, so any positives are probably going to center around that, but honestly, how far can it go?

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M.K. Osborne

3:48 pm on Saturday, July 14, 2012

Negative ads that are untrue and for the sole purpose to mislead voters or ads that are true and backed up by records or documents to inform voters of a candidate's record , some candidates would cry foul on this as a Negative ad also because it is brought into the light for all to remember and revisit . ? Which one are you addressing as a negative ad ?

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Sharon Swanepoel

12:17 pm on Sunday, July 15, 2012

Back in Africa we had a saying, "Take power by the spear - rule by the spear." I have found much the same with candidates who tend to get elected through negative campaigning. Somehow that attitude always seems to following them into office and we end up with deadlock. Once in office, they can't seem to get along with anyone there either. A respectful campaign ends up with respectful winners and losers. I've seen this happen in elections from the top of the ticket all the way down. It's usually not just the "not so negative" opponent who loses, but a whole bunch of taxpayers too.

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