GOING NEGATIVE by Stephen Ansolabehere Shanto Iyengar

Author:Stephen Ansolabehere Shanto Iyengar
Language: eng
Format: epub
Publisher: Free Press
Published: 1995-07-15T00:00:00+00:00

Boxer’s response.

Assail the opposition’s credibility

Attack by Russell Feingold on Senator Robert Kasten, Wisconsin U.S. Senate race, 1992.

Senator Robert Kasten’s counterattack.

Feingold’s parting shot:

Tit-for-tat. And so it goes with many campaigns today. A negative advertisement triggers a negative response and, in turn, a negative reply. Increasingly, even positive commercials provoke attacks. Candidates who promote a particular ideology or program seem especially susceptible to criticism. Stick your neck out and get your head chopped off. Consider the race between Ohio Senator John Glenn and his 1992 challenger Mike DeWine. In one commercial John Glenn tried to pick up on the issue of health care reform.

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