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In Defense of Negativity
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In Defense of Negativity: Attack Ads in Presidential Campaigns

John G. Geer

Abstract

Americans tend to see negative campaign ads as just that: negative. Pundits, journalists, voters, and scholars frequently complain that such ads undermine elections and even democratic government itself. But the author of this book takes the opposite stance, arguing that when political candidates attack each other, raising doubts about each other's views and qualifications, voters—and the democratic process—benefit. In this study of negative advertising in presidential campaigns from 1960 to 2004, the author asserts that the proliferating attack ads are far more likely than positive ads to foc ... More

Keywords: United States, negative advertising, democratic process, presidential campaigns, political issues, personal characteristics, voters

Bibliographic Information

Print publication date: 2006 Print ISBN-13: 9780226284989
Published to Chicago Scholarship Online: March 2013 DOI:10.7208/chicago/9780226285009.001.0001

Authors

Affiliations are at time of print publication.

John G. Geer, author