With midterm elections only 6 months off, it appears that many political groups are moving away from negative attack ads. Experts believe this change could be a response to new trends in voter response.
Research by Travis Ridout, associate professor of political science at WSU, and a colleague at Wesleyan University suggests the tone or volume of a political ad is not the key consideration in whether an ad will resonate with the audience. Their 2012 analysis found the strategic framing of an ad matters more than its perceived negativity.
For example, an ad touting a candidate’s foreign politics expertise during an overseas crisis will resonate more with voters than a candidate criticizing his or her opponent’s lack of foreign expertise at a time of peace.