Washington, Oct 12 : They cost millions of dollars, but negative campaign ads can have physiological and psychological effect on voters, says a researcher, who claims that the advertisements can drive potential voters away.
It has been revealed that negative political advertising makes the body want to turn away physically, but the mind remembers negative messages, though sometimes incorrectly, according to a research conducted by James Angelini, professor of communication at the University of Delaware.
In the study, experts used ads that aired during the 2000 presidential election.
According to the data 100 percent of McCain campaign were negative and had a negative effect on the potential votes on the other hand Barrack Obama campaign had 34 percent negativity to it.
During the study, the researchers placed electrodes under the eyes of willing participants and showed them a series of 30-second ads from both the George W. Bush and Al Gore campaigns.
The electrodes picked up on the "startle response," the automatic eye movement typically seen in response to snakes, spiders and other threats. Compared to positive or neutral messages, negative advertising prompted greater reflex reactions and a desire to move away.