2 min
Why Negative Political Ads Work - And When They Backfire
With the U.S. midterm elections approaching, political campaigns are increasingly turning to negative advertising, emotional appeals and artificial intelligence to influence voters. But how effective are these tactics, and when might they do more harm than good? David Schweidel, Professor of Marketing and Roberto C. Goizueta Professor in Business Technology at Emory University's Goizueta Business School, joined CNN Newsroom anchor Fredricka Whitfield on October 25 to examine the psychology behind political attack ads and the growing influence of AI-generated campaign content. View his profile Schweidel, whose research includes political marketing, consumer behaviour and digital advertising, explained why negative messages often have a greater impact on voters than positive campaign advertising. The Power of Negative Advertising Research suggests that advertisements designed to provoke fear or anger can be particularly effective at capturing attention, influencing voter preferences and motivating people to cast their ballots. As Schweidel explained during the CNN interview: "That's what the research has shown, that negative ads tend to stick with people longer than positive ads, getting them more likely to show up at the polls. So increasing voter turnout and moving the needle when it comes to share of the vote." However, the effectiveness of negative advertising comes with risks. Campaigns that push emotional messaging too far may alienate the very voters they hope to persuade. Schweidel noted that economic frustrations, including rising costs for groceries, health care and gasoline, have created an environment in which political campaigns are eager to capitalize on voter anger. AI Adds a New Dimension The conversation also explored the increasing use of artificial intelligence in political advertising, particularly the ability to create realistic images and messages that may mislead audiences. Schweidel warned that voters who encounter these advertisements casually may not take the time to verify their accuracy. Even brief exposure to misleading content can leave a lasting impression, particularly when subsequent advertisements reinforce the same message. The emergence of AI-generated political advertising raises important questions about transparency, authenticity and the ability of voters to distinguish legitimate campaign messages from manipulated content. An Expert Perspective for Election Coverage As campaigns intensify ahead of Election Day, Schweidel's research offers valuable insight into why political advertisements resonate with voters, how emotional appeals influence political behaviour and the implications of AI for election communications. His expertise spans political marketing, artificial intelligence, social media analytics and consumer behaviour, making him a valuable resource for journalists examining the changing landscape of political advertising. David Schweidel is available to speak with media about negative political advertising, voter psychology, AI-generated campaign content and the effectiveness of political messaging. To arrange an interview or connect with David Schweidel, click on his profile below.
