During recent road trips, I heard two positive political ads. They’re so rare, it’s like spotting a golden eagle. The ads – in McKinley and Sandoval counties – were simple messages from the candidates, who described their backgrounds, said what they hope to accomplish and asked for the listener’s support.
No mud, no slurs, no innuendos. I wanted to send them both a fan letter.
We hear from political consultants that candidates go negative because it works. We’ve been told this so long, we reluctantly believe it, but it’s not true.
In February, two researchers posted a study, “Going positive: The effects of negative and positive advertising on candidate success and voter turnout,” on the website Research & Politics. Their conclusion: “Our results suggest that it is never efficacious for candidates to run attack ads, but running positive ads can increase a candidate’s margin of victory.”