Concept information
Preferred term
negative advertising
Definition
- Negative political advertising is the process by which candidates, parties, and groups promote themselves and their viewpoints by attacking the opposition in a paid space or time medium. Unlike positive political advertising messages, which give potential voters reasons to vote for a candidate or an issue, a negative ad provides information on why potential voters should not vote for the opposing candidate or issue position. [Source: Encyclopedia of Political Communication; Negative Advertising]
Broader concept
Belongs to group
URI
https://concepts.sagepub.com/social-science/concept/negative_advertising
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