According to Stephen J. Wayne: “there are basically three types of political commercials: those that praise candidates and their accomplishments (positive ads), those that contrast candidates to the obvious advantage of the ad’s sponsor (contrast ads), and those that just criticize candidates on the grounds of their policy preferences or personal behavior (negative ads).”
Later in the text, Wayne discusses how good advertisements sometimes become or create news. “The most effective ads are those that reinforce or become news.” Although the ad discussed below may not become big news, it is in the news. Wayne also discusses how news coverage of ads pretty much gives candidates free advertising time.
Buried within today’s paper, an article titled, “Group’s ad attacks Dayton tax plan,” focused on a television ad that falls under the category of negative ads.
‘Dayton will raise job killing taxes by $5 billion,’ an announcer says, as the ad shows faces of sad children. ‘That’s more than $2,300 in new taxes per Minnesota family.’
The article goes on to describe Dayton’s reaction of the ad. He says the ad is misleading and creates a false impression. Not only is the ad giving a negative view towards Dayton's campaign, but by covering the ad in the newspaper the article is bringing attention to the negative aspects of Dayton's campaign. By covering ads in the news, candidates get double advertisement whether negative or positive.
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