January 26, 2009
It's election season, and potential voters are bracing themselves for the (usually awful) campaign aids. US communications experts have found that such ads with "negative messages" disgust viewers. "We found that negative campaign ads that cost millions indeed have a physiological and psychological effect," says James Angelini. He and colleagues at the University of Delaware, Texas Tech University and Indiana University studied ads that aired during the 2000 US presidential election and found that negative examples make people want to turn away physically.