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
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...