Description

Book Synopsis
For decades, conventional wisdom has held that Americans hate negativity in political advertising. Arguing against this commonly held view, the authors show that some negativity is accepted by voters as part of the political process, but that negative advertising is necessary to convey valuable information that would not otherwise be revealed.

Trade Review
"As America continues to polarize, the frequency of attacks in campaigns will only increase. Despite evidence showing that negativity has many payoffs, there is still substantial doubt about such claims. This book enters that breach with a timely array of data and theory that should find many interested readers." (John G. Geer, Vanderbilt University)"

The Positive Case for Negative Campaigning

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£22.80

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RRP £24.00 – you save £1.20 (5%)

Order before 4pm today for delivery by Tue 23 Dec 2025.

A Paperback / softback by Kyle Mattes, David P. Redlawsk

15 in stock


    View other formats and editions of The Positive Case for Negative Campaigning by Kyle Mattes

    Publisher: The University of Chicago Press
    Publication Date: 03/02/2015
    ISBN13: 9780226202167, 978-0226202167
    ISBN10: 022620216X
    Also in:
    Political campaigning and advertising

    Description

    Book Synopsis
    For decades, conventional wisdom has held that Americans hate negativity in political advertising. Arguing against this commonly held view, the authors show that some negativity is accepted by voters as part of the political process, but that negative advertising is necessary to convey valuable information that would not otherwise be revealed.

    Trade Review
    "As America continues to polarize, the frequency of attacks in campaigns will only increase. Despite evidence showing that negativity has many payoffs, there is still substantial doubt about such claims. This book enters that breach with a timely array of data and theory that should find many interested readers." (John G. Geer, Vanderbilt University)"

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