How do candidate poll ranking and election status affect the effects of negative political advertising?

Hsuan-Yi Chou and Nai-Hwa Lien

Many studies examine the effects of negative political ads, but results remain inconclusive. This controversy may be attributed to the contextual effects of sponsored-candidate characteristics.

How do candidate poll ranking and election status affect the effects of negative political advertising?

Hsuan-Yi Chou and Nai-Hwa Lien

National Taiwan University

Introduction

Negative political advertisements have played extremely important roles in modern politics. In each election, various negative ads appear, especially during the final stages of the election (West et al. 1995). Candidates use negative commercials in an attempt to hurt their opponent and enhance their own support. Despite voters’ repeated requests for classy election battles, recent elections often seem more and more virulent, counter to the populace’s expectations.

In Taiwan, one of the...

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