Televised political advertising takes up a large portion of campaigns budgets. Much of it is spent on negative political ads. But do these negative ads work?
A new study by Juliana Fernandes, assistant professor of strategic communication at the University of Miami (UM), shows that a negative political ad is most effective when it’s shown in moderation. The findings reveal that massive exposure to a negative ad has a backlash effect on the evaluation of the sponsor candidate.
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