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Why Positive Ads Do Not Work

By: Dwayne W. Waite Jr.

Another election year, another wave of poorly done political advertisements. As we candidates push their position through TV ads, radio, web video, and more, the point becomes clear: nothing works better than hyping the negative. Political advertising is different than advertising products and services, for the reason that determining the value, the cost/benefit analysis, is not as tangible. Political advertising focuses on the candidates' ideas and policies, past voting record, and probability that they'll stick to the record. Political brain trusts and research firms, time and time again, preach that the average voter is sick of negative ads, yet we continue to see them. The 2008 election saw the most negative ad spots at the time. This race, with the pedestal that the Supreme Court provided it, will have the money to blow past the number of negative ads before the general election even takes place.

Why do negative ads work better? The answer to that question lies with how humans behave to rewards and punishment. There is an ongoing debate about the effectiveness of positive and negative reinforcement. Do people behave the way we want when we reward them for doing right, versus punishing them when they do something wrong? Traditionally, the answer has been the latter. We tend to respond faster when we know there is a negative outcome for a different behavior. We build an averse reaction to fear, uncertainty, and conflict, so we choose an option or behavior that doesn't provide those options.

Are not these ads doing the same?

Negative ads hype up fear. The ads show what Americans have to be afraid of, or outraged with, their opponents' actions.

The negative advertisements jump on the unknown. And with research behind our risk-averse society, we will be more apt to feel an uneasiness with a candidate that has uncertain qualities brought up about them, regardless if the candidate producing the ad doesn't reveal better qualifications.

It is not that positive campaigns can't work, but negative ads work better. Of course, we would all love to see a line of candidates with each one talking only about themselves and their accomplishments. But will that drive a voting base to action? Probably not. With an air of positivity around each and every candidate, a complacency could develop with the voters. One voter could be imagined saying, "Well, if they are all good, then it doesn't really matter which one wins."

Thus, negative ads are used to show the differences and scare voters into picking the better alternative.

Can the political advertising arena change? Yes, it can. Because so many voters rely on advertising and sponsored content to get their information, voters can use independent sources and learn about the candidates themselves. In advertising, we have "social media gurus" who talk about the Age of the Consumer; why can't it also be the Age of the Voter? Learning the ins and outs of a business is not too different than learning about the candidates.

As long as you care, that is. If not, enjoy the attack ads.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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