Скачать или смотреть Negative Advertising in Election Campaigns

Contrary to what people say, negative advertising is a useful and effective tool in election campaigns. The term negative is used to indicate that your opponent(s) are the focus of your advertising, while positive advertising has a focus on you. Positive advertising shows why you are the best option and negative advertising shows why your opponent is not the best option.

Maybe a better term to use is COMPARATIVE advertising, with objective to compare and contrast options, which gives voters more information so that they can see the big picture rather than just the limited and exaggerated hype of a positive campaign.

There is a lot of psychological strategy involved in a negative ad - maybe more than in a positive ad. The use of the primary emotions of fear and anger are used to either suppress or mobilize voters.

Here is the link to the Chipotle ad that is referenced
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Download pdf of the slide presentation here
http://www.domovod.info/zzfiles/Negat...