In 2010 Czech Republic experienced such lame and pathetic political campaign race between ČSSD and ODS parties, that it turned many people into doubting whether there still is a point of political advertising in Czech country what so ever. The campaigns were based from a large part on negative advertising - sending false messages using very shallow attacks, inaccurate information, and absurd emotional appeals.
In fact, such strategies are getting surprisingly common in political advertising. Just remember the last presidential election in the USA. It turns out that now-a-day politics wears nasty and nastier trademark. On one hand, this strategy could be a move towards honesty; it could push politicians to act more honorable when all secrets they keep in the closet could so easily get in a form of a juicy attack ad. On the other hand, it could make the elections only messier and more misleading if all the candidates play hard and untruthful cards.
In short, political advertising could be considered the most important subdivision of advertising, considering that voters decisions about politics are important for the future of the country, while what detergent they buy does not have any serious social impact (Berger, 86). That is why political advertising and its roles, rules, and effects might deserve out attention even more than aspects of product advertising. Nevertheless, for example in the USA, political advertising is the one the less restricted and the most unethical (Jackson). The true is, heading this direction it might totally loose its primal purpose – to help to decide, to explain, to provide information.
Berger, Arthur Asa. “Political advertising”. Seeing is Believing: An Introduction to
Visual Communication. Rowman and Littlefield, 2011, ed.4.
Jackson, Brooks. “False Ads: There Oughta Be A Law! – Or Maybe Not”.
FactCheck.org. June 3, 2004. May 10, 2007.