Do Campaign TV Ads Really Change Voters’ Minds?
Television advertisements are a major element of nearly every US political race, with nearly $9 billion expected to be spent in this 2020 election cycle alone. How effective are these ads? Do they really sway voters’ opinions? Let’s find out.
The Role of Campaign TV Ads
When it comes to politics and influencing voters, television remains an incredibly effective medium. Candidates use TV spots to share their platforms and message, to introduce their personality, and to stunt their opponents.
Campaign ads offer a way for politicians to make their case to the public and to reach voters in places the public tends to watch – including the news and during prime time.
Campaign TV ads present a unique opportunity for candidates to meet the public where they already are, and a powerful tool to persuade potential voters. Through careful positioning, these ads can be used to sway an undecided voter in a particular direction.
Do Campaign Ads Really Change Minds?
The answer to this question isn’t as cut and dry as one might assume. Though there’s no textbook answer, research has provided some insight on how effective these ads can really be.
Data & Results of Studies
In terms of accomplishing their objectives, research has proven that campaign television ads do indeed work.
An experiment conducted by American Experimental Political Science in 2018 revealed that record numbers of undecided voters shifted their preferences in relation to the candidate being targeted in a series of televised campaign ads.
Further, analysis conducted of British election data since 1979 shows a significant correlation between the presence of campaign ads and a swing in voter preferences. The study’s authors went on to say that though this is likely because ads re-enforce preferences in already decided voters, ads do indeed shape public opinion.
Types of Campaign Ads
Not all television ads are created equal, however. Political advertisements come in many shapes, sizes, and forms, each with their own unique goals and means of persuasion. Let’s take a brief look at some of the more popular and effective types of ads used in political campaigns.
Negative Ads
Negative ads may be the most common type of political advertisement, and one of the most effective. As the name implies, these ads are designed to point out – and often exaggerate – any potential faults of, or failures by, the opponent.
Positive Ads
The flip side of negative ads are positive ads. These are designed to highlight the candidate’s accomplishments and to explain his/her platform and message. Positive ads generally shine a more favorable light on the candidate and often reinforce the viewers’ agreement with their policies.
Comparison Ads
Comparison advertising is a popular strategy which compares one candidate directly to another on issues. They are considered effective as sound bite–style, “head-to-head” ads, or for highlighting differences between candidates on relevant issues.
Attack Ads
Attack ads are similar to negative ads in the sense that they’re intended to derail the opponent’s campaign, but the difference here is that these ads attack the candidate’s policy or record, not his/her character. Where negative ads are personal, attack ads are strictly focused on the opposition’s record.
You’re Fired Ads
This type of ad is typically used by incumbents to remind voters why they don’t want to cast a ballot for the competition. Generally, these ads employ humor to position the candidate as a serious-minded problem solver.
Though television advertisements alone can’t win a race, they are an enormously powerful tool for politicians looking to frame the conversation around their candidacy and influence the voters they’re targeting. Despite the somewhat hazy answers provided by research on this subject, the conclusion is clear – campaign television ads do significantly affect public opinion and can successfully swing an undecided voter’s preference.
