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Do Negative Political Ads Really Work?

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SACRAMENTO –

Even though voters typically say they hate negative political ads, campaigns keep on running them.  That’s because those ads actually work to some degree.

“The sad truth is that the old dog doesn’t have any new tricks when it comes to campaign ads,” said FOX40 political analyst, Gary Dietrich.  “And unfortunately, that dog can still hunt.”

Dietrich points out, the ads work on enough of the electorate that the campaigns are still willing to put a lot of money into them.

“The whole concept behind a negative ad is to place a seed of doubt in a voter’s mind.  If you’ve done that, even if there’s some mud connected to it, consultants deem that a win.”

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