New report: 92% of Presidential election ads negative
By: Millaine Wells
Updated: October 15, 2012
GREEN BAY, Wis.(WFRV) - New research from CMAG, an ad tracking firm, shows only eight percent of presidential election ads right now are positive.
That is a big swing considering four years ago almost 30% of ads showed candidates positively selling themselves and their views.
"I just think it is a shame that they don't stick to the issues. They have to sling mud at each other" says voter Mark Westphal.
"I don't think any of [the commercials] are very factual from either party. It is taken out of context" according to Judy Sokol
Voters are saying "enough" to negative political ads, but actions speak louder than words.
"A lot of these ads, even the most negative have been shown to increase voter knowledge a little" says Mark Glantz, Assistant Professor of Communication & Media Studies at St. Norbert College.
With music to raise anxiety, and distorted pictures the negative ads are aimed at our emotions.
"When you are that worked up you cannot really assess the credibility of the information you're being fed" says Glantz.
Voters need to fact check to understand a candidates policy past and future goals.
According to Glantz voters should "Watch watch the debates and do your research on the internet".
While these ads target independents who have yet to make up their minds, they are also a way to reach apathetic voters.
"If somebody is just watching Wheel of Fortune and an ad pops up that might be one of the only political messages that they get to see" explains the professor.
He cautions too much negativity could actually decrease voter turnout.
Stephanie O'Conner agrees saying "It makes me dislike that candidate. I want them to promote themselves in a positive way and just stop all the bashing".
It is not just the candidates themselves.
Spending by outside groups was found to be around 90% negative.
