Daisy Ad and Her Charm

In October 6, 2010 Finlo Rohrer from BBC News, Washington published his article “Do attack ads crush the opposition?”, that maps the history of negative political advertising in the western world. In short, he raises the question: “Do the “attack ads" work and what makes a good one?”

First, he makes a clear distinction between positive ads and negative ads. He defines them as:

 “Positive advertising: Is about the candidate themselves, emphasizing their strengths and setting out policy platforms.”

“Negative advertising: Advertising aimed at attacking an opponent, usually drawing attention to past actions and policy statements, but also to character and private life.”

Further, in order to answer the raised question, he provides in the article numerous famous controversial examples and discuss in detail their effectiveness and strategy. One especially interesting attack ad discussed in there is the “Daisy Ad”, a real masterpiece inspiring many ad-makers in the world until now. “The Daisy ad from 1964 didn't even mention Johnson's opponent,” Rohrer explains. “It was left to the viewer to infer that the meaning was that Goldwater's policies could lead to cataclysm.”

Finally, he discusses their role and effectiveness. “People generally hate it but they seem to work very well. Even though according to one study, positive ads are still the most effective,” he concludes.

The most important parts of Rohrer`s article are the specific examples and their analysis that greatly help to understand what are attack ads in general, what is a well done attack ad and what is an unethical one, and finally, how have these concepts developed. For more information: http://www.bbc.co.uk/news/world-us-canada-11473185

Reference:

Rohrer, Finlo. “Do attack ads crush the opposition?”.  BBC News Washington.

         October 2010.

         <http://www.bbc.co.uk/news/world-us-canada-11473185>