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Why political parties run attack ads even if you don’t like them
Posted
September 11, 2019
Views
17,330
Likes
227
Comments
24
Engagement
1.45%
September 11, 2019
17,330
227
24
1.45%
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Sep 11, 20197:27Now PlayingIt’s widely known that most people don’t like negative ads, so why do parties rely on them when election time comes around? Political strategists say even though people dislike them, they are one of the most effective tools for changing public opinion. But there are unofficial rules, and if they aren’t followed they can be disastrous for parties.
Sources:
Brand Command: Canadian Politics and Democracy in the Age of Message Control, Alex Marland, 2016.
Shopping for Votes: How Politicians Choose us and we Choose them, Susan Delacourt, 2013.
Permanent Campaigning in Canada, edited by Alex Marland, Thierry Giasson and Anna Lennox Esselment, 2018.
Richard R. Lau, Lee Sigelman and Ivy Brown Rovner, “The Effects of Negative Political Campaigns: A Meta-Analytic Reassessment” The Journal of Politics Vol. 69, no. 4 (Nov. 2007)1176-1209.
Samuel D. Bradley, James R. Angelini and Sungkyoung Lee, “Psychophysiological and Memory Effects of Negative Political Ads: Aversive, Arousing, and Well Remembered”Journal of Advertising Vol. 36, no. 4 (Winter, 2007) 115-127.
Pénélope Daignault, Stuart Soroka, Thierry Giasson, “The Perception of Political Advertising
During an Election Campaign: A Measure of Cognitive and Emotional Effects” Canadian Journal of Communication Vol. 38, (2013) 167-186.
Dardis, Frank E., Shen, Fuyuan and Edwards, Heidi Hatfield, “Effects of Negative Political Advertising on Individuals' Cynicism and Self-Efficacy: The Impact of Ad Type and Message Exposures,” Mass Communication and Society, 11:1, 24-42
Interviews:
- David Herle: Former Liberal strategist and campaign manager, The Gandalf Group
-Dennis Matthews: Former Conservative advertising strategist, Enterprise Canada
-Andrew MacDougall: Former director of communications to Stephen Harper, Strategist at Trafalgar Strategy
-Karl Belanger: Former national director of the NDP, Traxxion Strategies
-Alex Marland: Political science professor, Memorial University
-Jonathan Rose: Political science professor, Queen’s University
-Don Millar, Vice-chair: Hogan Millar Media
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