Also, viewers may perceive the negative advertising as an infringement upon their right to decide for themselves. Such a perception may result in reactance, a boomerang effect in which the individual reacts in a manner opposite to the persuader's intention. What these studies show, then, is that a candidate is never going to know how for sure how a negative ad may impact the voters. In the long run, it may be best to keep away from mudslinging unless able to deal with the consequences.

TV debates are another form of communication that provide input on issues and may impact the voters. Naturally, the debate that comes to mind first is the one between Kennedy and Nixon in 1960. Because Nixon hurt himself right before the TV lights came on, so he was not only exhausted but in pain as well. To top it off, his face always had a...
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