Negative Election Advertising and Its Impact Research Paper

Negative Election Advertising and Its Impact - Research Paper modelingNegative publicise has steadily increased from the 1960s, and the messages emanating from these squeezes includeattacks wayedonindividuals and their personal characteristics and issues or attacks that whitethorn be relevant or irrelevant to issues being handled at that moment. In this context, Jamiesonin her researches designateedthatnegative advertisements focusmainly on an adversary s failureand are different fromcontrast advertisements, where the latter provides hardcorecomparisons mingled withthecandidatesqualities,recordsorproposals (Jamieson 99).Researchers have suggested that specific factors often affect the style and mode of negative advertising, such(prenominal) as certain traits of a candidate, characteristics like his or her political status, or gender of the candidate. Researchers further suggestthatcandidates appearing to trail during campaigns generally prefer using negative advertisements to gain a favorable position.However, when differences between candidates are very small and one candidate is seen to be leading the campaign by a small margin, that person may resort to negative advertising tomaintainand the gap and stop the opponents from inherited up. Thegender ofthe maincandidateandhis or her adversary,partyaffiliations,anddissimilitude inelectionfunding (between the chief candidate and his opponent)alsoaffect the use of negativeadvertising.A majority of the researches, until date, have explored negative advertising based on candidate dissimilarities. Various scholars have contended that gender is one of the crucial factors during choosing political campaign strategies where women candidates tend to relay their electoral messages (rhetoric) to the public in a different manner, owing to stereotypes that are gender-based.