Comments on: Burgmeier, Hanson introduce themselves with negative TV ads in HD90

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By: desmoinesdem

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About ten years ago I read an academic article about perceptions of negative political advertising. The authors had studied people's reactions to ads from the 1996 U.S. presidential campaign. They found that people disliked Dole's 30-second negative ads. The Clinton campaign ran a bunch of 30-second ads that had 25 seconds of negative material on Dole followed by 5 seconds of positive material on Clinton. The people studied did not perceive these as negative like the Dole campaign's ads. Probably research like this is why you see so many “attack and pivot” political ads.