Negative Advertising

Negative political advertising is the process by which candidates, parties, and groups promote themselves and their viewpoints by attacking the opposition in a paid space or time medium. Unlike positive political advertising messages, which give potential voters reasons to vote for a candidate or an issue, a negative ad provides information on why potential voters should not vote for the opposing candidate or issue [Page 485]position. Although political advertising, including the attack, has existed for hundreds of years, at every level—from presidential campaigns to local state house races, from gubernatorial campaign to race for a city council seat—negativity is increasing in both its frequency of use and in its power as a persuasive force in the early years of the 21st century.