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

by John G. Geer (Author)
Key Phrases: assessing negativity, trait attacks, trait negativity, Social Security, George Bush, Political System (more...)

Editorial Reviews

Review
"This provocative and important book will be of interest not only to scholars in the fields of political advertising, media, and elections, but will also be vital to campaign consultants, political journalists, and political junkies of all sorts." - Ann Crigler, University of Southern California"

Product Description

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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Product Details

• Paperback: 218 pages
• Publisher: University Of Chicago Press (April 1, 2006)
• Language: English
• ISBN-10: 0226284999
• ISBN-13: 978-0226284996
• Product Dimensions: 8.9 x 6 x 0.7 inches
• Shipping Weight: 11.2 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
• Amazon.com Sales Rank: #441,553 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars Turns Conventional Wisdom Regarding Negative Ads on its head, September 24, 2008

By	Phillip J. Ardoin "Phillip Ardoin" (Boone, NC United States) - See all my reviews (REAL NAME)

This is a wonderful book which directly challenges conventional wisdom regarding negative ads. Geer convincingly argues negative advertising is good for democracy. He notes negative ads are more likely to address important issue differences between candidates and provide supporting evidence. Positive ads are mostly fluff, do not address issues, and do not provide any supporting evidence regarding the candidates claims. He ultimately compares negative ads to eating spinach. We don't like it, but it is good for us. This is a great book for upper division or graduate courses on campaigns or the Presidency.

Dr. Phillip Ardoin
Dept of Govt and Justice Studies
Appalachian State University

1 of 1 people found the following review helpful:

5.0 out of 5 stars A must read for anyone interested in elections!!!!, May 15, 2008

By	LuvPolitics "luvpolitics" (Washington, DC) - See all my reviews

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.