An experimental study of the effectiveness of negative political advertisements

Abstract

Negative advertising has become an important factor in political campaign communication. Although previous research has suggested possible boomerang effects from such advertising, this experimental study of negative newspaper and television advertising by an "independent" sponsor shows that negative advertising reduces the image evaluation of the targeted politician. While the negative effect was greater for those in the political party opposite that of the targeted politician, respondents of the politician's own party were also affected.