Tone is key, according to new research, which found that a change in TV ad strategy could have altered the results of the 2000 presidential election
According to a new study, TV ads do influence voter turnout and choices—and that the tone of the ad makes a difference
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During presidential election campaigns, voters in battleground states are bombarded with TV ads. Some commercials paint candidates in glowing terms, raving about their impressive accomplishments and sterling character. Other ads go on the attack: they tear down the opponents’ record, disparage their ethics, and generally argue they would be an absolutely terrible leader.
But how much do all those ads, negative or positive, matter?
Voters may be so jaded about politics that they don’t feel they are affected by the commercials. Some people say, “No ad ever convinced me to do something,” says Brett Gordon, a professor of marketing at Kellogg.
But in a new study, Gordon and his colleagues report that TV ads do influence voter turnout and choices—and that the tone of the ad makes a difference. Based on data from the 2000 and 2004 presidential elections, the team found that positive ads encouraged more people to show up on Election Day, while negative ads slightly suppressed turnout. And while both types of commercials affected whom people supported, the negative ones were more effective at swaying voters’ decisions.
In hypothetical scenarios, the researchers found that ad tone was sometimes enough to tip a close election. For example, the team predicted that if only positive ads had been shown, Al Gore would have won in 2000.
[This article has been republished, with permission, from Kellogg Insight, the faculty research & ideas magazine of Kellogg School of Management at Northwestern University]