13 of 15

Write now Article Tools

The purpose of negative advertising is an attempt to change a voters mind about a candidate or an issue. In todays mass media environment where one advertisement can reach millions of people and then be replayed forever on the Internet the purpose can become two-fold. It is in the intent of the people or group who are doing the negative advertising that the purpose can be found. Very rarely is the purpose found in the content of the ad itself, the ad is usually an attempt to manipulate or promote a certain ideal, at face value, but it is what is underneath the ad, the purpose of those who have paid for the ad that the real purpose of the political ad can be found.

When viewing a ad it takes more than just a fact check to find the purpose of the ad, you have to dig a little bit and then put the ad into context with the campaigns purpose. The obvious purpose is of course to get the voter to vote one way or another, and this is done by some not to subtle comments and images. But the purpose is also to cover up the facts that have been exposed or will be exposed by the other side. If the ad can focus the voters attention on something other than the important issues at the time, the voter can be blinded to what is really important in the election.

There are several types of ads that are designed to distract the voters from a candidates weakness's and character defects. One type is where the ad will focus on a totally irrelevant issue and convince the voters it is relevant to the election. The truth does not matter in these types of ads, they are designed solely to instill doubt about a issue or a candidate during an election. But underneath the purpose of the ad the intent is to distract the facts. By trying to get voters to focus on here say, rumors, or just plain lies the campaign can then use emotions to convince voters to vote for them.

This negative approach has been successfully used in the past. They are almost always fear based with focuses on war, death, abortion, loss of freedom, collapse of America and destruction of the world. In truth no one party or issue has that much power. In truth the fear tactics are attempts to avoid the truth and to scare the voters into confusion about the issues and once that has been accomplished the voter doubt can be exploited at the polling booth. These ads work, and they are tough to counter-act. Fear is a powerful emotion and the mass media is the perfect vehicle to prod the fear in the voters and attach it to an issue or candidate one is against.

Learn more about this author, Kevin J. Putnam.
Click here to send this author comments or questions.

Add your voice

Know something about US elections 2008: Negative advertising has a purpose?
We want to hear your view. Write now!