Political attack ads are negative, regardless of what they are targeted towards. Some are developed to take aim at a policy platform or issue while others take a personal aim at an individual. Do attack ads work in politics? I think the bigger question is, what kind of attack ads work? Since political parties continue to use them, they must be effective on some level.
Example of an Attack Ad towards a policy platform
Risk vs. Reward
Attack ads can be very risky, especially when they become personal. It becomes risky especially when attacking the credibility of an individual. If one misses the mark on a policy attack it most likely will not be as damaging as missing the mark on a personal attack ad. This can backfire and unleash irreparable damage to those who inflicted the attack. However, if done correctly, often with some notion of truth, they can be very rewarding. It becomes successful when the opposing party can define an individual before they are able to define themselves.
The Attack Against Justin Trudeau
Within hours of crowning Justin Trudeau as the next Liberal leader of Canada, the Conservative party released their barrage of attack ads, questioning Trudeau’s judgment and leadership capabilities. They showed the 41-year-old Trudeau unbuttoning his shirt, apparently stripping for an audience, while cheesy music and writing spewed across the screen. This attempted to trivialize his past work experience as a camp counselor and rafting guide. Those in support of Justin were quick to point out that the new leader was in fact taking off his clothes for a charity. This seemingly backfired on the Conservatives, where Harper has been painted as a politician against charity on both social media and by the mass media at large. On a positive note, it resulted in donations skyrocketing to the Canadian Liver Foundation, which the Liberal party will certainly be able to spin in their favour.
As corny and pathetic as these attack ads are, both visually and audibly, they will undoubtedly be remembered. These attack ads even caused lifelong Conservatives to criticize the party for stooping so low. Whether these advertisements stay in future voters mind and affect their opinion of the newly anointed leader will be telling in the months to come.
