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.