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| 4 | How necessary is so-called 'negative' advertising? | ||||||
PAUL
TAYLOR replies: The
research is mixed. There is one set of scholarship that says it actually
sort of cuts the baby in half and says the people these negative ads fire
up are the people at the polls, are the true believers left or right:
"They're attacking my guy. They can't do this" or "Yeah, go get 'em!"
And the broad middle, the 50, 60, 70% of the population that's not strongly
identified with a party or ideology looks at this back and forth "So's
your old lady, so's your old lady" and says to himself, "I'm out of here.
I don't need this sort of childish, back and forth. I got more important
things to do with my life." So it's possible that both things are true
simultaneously. There's no question turnout has been on a steep, steep
decline. It's happened over thiry or forty years. That happens to be the
same period where the paid political spot, the 30-second spot, has become
the coin of the realm. Has
one caused the other? You know, it's hard to know, and the scholarship
is mixed on it. It seems to me that there is some connection somewhere. |
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