I speak with one of the world's leading academics on political advertising, Professor Travis Ridout of Washington State University. We get to the bottom of a question I'm often asked: "Why are political ads so negative?"
Professor Ridout breaks down the three types of political ads—positive, negative, and contrast—and we explore why negative advertising is so effective. We discuss whether negative ads are more informative than positive ones, the strategic reasons a campaign might go on the attack, and why third-party interest groups often run the most aggressive ads.
We also dive into the changing world of political advertising, from the fragmentation of media and the decline of television ads to the rise of digital campaigns. We touch on the surprising finding that younger people view political ads more favorably than older generations and why the age-old worry about voter backlash might be a little overblown.
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