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In Defense of Negativity: Attack Ads in Presidential Campaigns (Studies in Communication, Media, and Public Opinion) Illustrated Edition

by John G. Geer (Author)
4.7 4.7 out of 5 stars 7 ratings
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Americans tend to see negative campaign ads as just that: negative. Pundits, journalists, voters, and scholars frequently complain that such ads undermine elections and even democratic government itself. But John G. Geer here takes the opposite stance, arguing that when political candidates attack each other, raising doubts about each other’s views and qualifications, voters—and the democratic process—benefit. 

In Defense of Negativity, Geer’s study of negative advertising in presidential campaigns from 1960 to 2004, asserts that the proliferating attack ads are far more likely than positive ads to focus on salient political issues, rather than politicians’ personal characteristics. Accordingly, the ads enrich the democratic process, providing voters with relevant and substantial information before they head to the polls.

An important and timely contribution to American political discourse, In Defense of Negativity concludes that if we want campaigns to grapple with relevant issues and address real problems, negative ads just might be the solution.
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  1. ISBN-10
    0226284999
  2. ISBN-13
    978-0226284996
  3. Edition
    Illustrated
  4. Publisher
    University of Chicago Press
  5. Publication date
    April 1, 2006
  6. Part of series
    Studies in Communication, Media, and Public Opinion
  7. Language
    English
  8. Dimensions
    6 x 1.3 x 9 inches
  9. Print length
    219 pages
  10. See all details
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Editorial Reviews

About the Author

John G. Geer is professor of political science at Vanderbilt University and the editor of the Journal of Politics, the editor of Politicians and Party Politics, and the author of Nominating Presidents: An Evaluation of Voters and Primaries and From Tea Leaves to Opinion Polls: Politicians, Information, and Leadership.

Product details

  • Publisher ‏ : ‎ University of Chicago Press; Illustrated edition (April 1, 2006)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 219 pages
  • ISBN-10 ‏ : ‎ 0226284999
  • ISBN-13 ‏ : ‎ 978-0226284996
  • Item Weight ‏ : ‎ 12.8 ounces
  • Dimensions ‏ : ‎ 6 x 1.3 x 9 inches
  • Customer Reviews:
    4.7 4.7 out of 5 stars 7 ratings

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John Gray Geer

John Gray Geer

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Customer reviews

4.7 out of 5 stars
4.7 out of 5
7 global ratings

Top reviews from the United States

Madison
5.0 out of 5 stars Let's talk turkey about negative advertising!
Reviewed in the United States on July 26, 2013
Verified Purchase
While we all seem to be so eager to condemn negative advertising, In Defense of Negativity provides the accurate research which clearly demonstrates how much we pay attention to it and remember it's content more than other types of advertising. Moreover, the author provides the theory and evidence which demonstrate that it actually provides a authentic dialogue about the issues and candidates. While a little bit more an academic than a casual read, it provides vital information and understanding of the content of current campaign advertising and it's impact on us all. A must read!
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Kevin
5.0 out of 5 stars The Truth about Polical Ads
Reviewed in the United States on October 13, 2014
Very interesting read. Many Americans complain about all of the negative political ads in our media. The truth is, the average American is not interested in a politician's accomplishments, or fiscal plan - they want scandals! Entertainment! Something to gossip about!
It is for this reason that negative "attack" ads are the most effective means of reaching a political consumer.
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AlwaysTraveling
5.0 out of 5 stars A must read for anyone interested in elections!!!!
Reviewed in the United States on May 15, 2008
This book is a very interesting read. Geer writes very well and has done very thorough research to back his assertions. This book looks at why attack ads can be helpful because they push your opponent to speak to the issue he is being attacked on.

Very relevant with the Primaries winding down and the 2008 general election coming up soon.
2 people found this helpful
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