From a mailbox full of vitriol to third-party attack ads to accusations one’s opponent is a political two-timer, voters might feel they need a cleanse once Election Day is over.
Kent Redfield, a political science professor at University of Illinois Springfield, says there are two things to know about negative advertising: it’s terrible, and it works.
And you don’t even have to amass votes yourself; you can also try to discourage your opponent’s fans from voting, and that’s just as good. “Quite frankly, if I can turn one of my opponent’s supporters into a non-voter, or a sometimes-voter into a non-voter, in a demographic which might lean toward my opponent, that’s a win!”
Redfield says the cacophony of the campaigns, mostly including commercials and direct-mail advertising, can be a big turn-off.
“For people who don’t really love engaging in politics, it can become really depressing and numbing,” says Redfield, adding this can’t be what the Founding Fathers had in mind.
The election is June 28, and the primary winners will have just over four months to complete their campaigns for the general election.
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