On New Hampshire Primary Day, Do Negative Campaign Ads Persuade You?

Although I can appreciate the cleverness of a well executed, tough political ad as well as the next cynical voter, I really don’t like it when the atmosphere get toxic, when campaigns try to trick voters by obfuscating the facts and intentionally mislead people, or just outright name call. I hate that. It’s beneath them and the office which they seek to hold, especially if they’re vying for the post of commander-in-chief.

However political pundits, along with a large body of research, tell us that it’s those negative ads that help win elections. The charges in those ads remain with you, like an insidious ear worm. The positive ads, the ones that are all motherhood and apple pie with a crisp flag snapping in the wind in the background while the candidate looks regal in front of it, conventional wisdom says that they make little difference when we are deciding for whom to vote.

Even though folks will say that they don't like negative ads, a University of Georgia advertising professor wrote on CNN's web site that they're used for one big reason: "The answer is simple: They work. And they work very well." She added that, "There is some evidence that negative messages may be more likely than positive ones to passively register [with viewers.]"

So, on the day before the New Hampshire primary, I surfed the internet and culled two different kinds of ads from the remaining GOP presidential candidates' web sites to compare and contrast the positive ads with the negative ones.

The Good



In this pro-Mitt Romney ad, with inspirational music and images, Ann Romney takes to forefront to try to soften the straight-laced businessman. (Romney did himself no favors today in the softening department by using the phrase "I like being able to fire people," which will, I predict, appear in a political ad very soon.)



Former Utah Governor Jon Huntsman’s campaign neatly packaged up Huntsman’s rebuttal during the final debate this weekend to Romney’s assertion that by serving as the U.S. ambassador to China under President Obama, Huntsman wasn’t putting his party first.



Here, Huntsman says that his election would be the answer to the nation’s “trust deficit.”



Former House Speaker Newt Gingrich explains his belief that government doesn’t create real jobs.



Texas Congressman Ron Paul takes a rather loud approach with this “Big Dog” ad which seems more like it’s promoting a pro wrestling match rather than a presidential candidate.



Former Pennsylvania Senator Rick Santorum’s family-centric “Pop-Up” ad describes him in a very general way without attacking anyone else.



This “Morning in America” type of ad from Texas Governor Rick Perry shows a much better side of him than he has exhibited in the debates.

Suburban Mom's Political Fix: I Feel Sorry for Joe the Plumber & Candidates Get Funny

I Feel Sorry for Joe the Plumber

Really.

This single dad -- who most of America is already sick of -- didn't ask to be propelled into the national spotlight, didn't ask for folks to dig through his personal affairs. It's horribly unfortunate that he first entered the public domain when he questioned Barack Obama about how his tax plan would affect his plumbing business' growth, and has now come to the media digging up info about how Joe owes back taxes, has a lean on his holdings, isn't a registered plumber and whose first name is Samuel.

Maybe Joe the Plumber could use a little help from Joe Six-Pack about now. Poor guy.

Yesterday morning -- before any real info about Joe Wurzelbacher hit the internet -- my kids asked me if I wished I'd been the one about whom the presidential candidates discussed (25 mentions!) during a debate. I said, "No. No way." I would never want that kind of scrutiny, with folks using me for political gain.

Candidates Get Funny

The last presidential debate was feistier than the previous two. The candidates were asked tough questions and addressed hot button topics. Most pundits are giving John McCain the edge on content, Obama on style. How the debate may or may not have affected the decisions of undecided voters in swing states is an open question.

When it comes to the public opinion polls on who's leading, just 19 days before the election, it's still too early to tell. If last night's stunning Red Sox come-from-behind win against the Tampa Bay Rays in the American League Championship Series (the Sox were down 7-0 in the the 7th then staged the biggest playoff comeback since 1929) is any indication, you can't assume you know who's going to win. Obama may be ahead in the polls at this moment in time, but he only has a narrow lead. Anything can happen. Last week we didn't know about Joe the Plumber. Around Labor Day, we didn't know we were headed for a stock market crash. Remember, Obama was expected to crush Hillary Clinton in the New Hampshire primary. And lost.

What was refreshing, though, was last night's Al Smith dinner in New York where McCain and Obama let loose their sarcasm and their wit. And were sharply entertaining. If only the debates could be like this.