Home
In this issue
Nov. 6, 2009
Rabbi Berel Wein: Choosing to hear
JWisdom.com Zero to 1/60th: How to Empower An Hour with Gavriel Aryeh Sande (7 minutes)
Caroline B. Glick The mullahs' big week
Suzanne Fields A Fallen Wall for Fallen Man
Nov. 5, 2009
The Kosher Gourmet: Three scrumptious -- but simple -- butternut squash dishes
JWisdom.com Hidden Hints: Unlocking Faith & Prayer with Rabbi Jay Yaacov Schwartz (10 minutes)
Nov. 4, 2009
Tom Hamburger and Kim Geiger: Should prayers be covered?
JWisdom.com When God played peacemaker With Rabbi Sroy Levitansky (5 minutes)
Nov. 3, 2009
Martin Peretz: Beware, Barack. Beware, Rahm. Beware, Axelrod
JWisdom.com Are you are closet idolater? With Sara Yoheved Rigler (10 minutes)
Nov. 2, 2009
Paul Greenberg: The Holocaust is now on Facebook
JWisdom.com Abraham's Strange Change With Rabbi Yitzchok Fingerer (5 minutes)
Oct. 30, 2009
Rabbi David Aaron: Secret to Immortality
Caroline B. Glick Silencing dissent in America
Oct. 29, 2009
Lini S. Kadaba: Do tactics avert flu or reduce humanity?
JWisdom.com We Must Revamp our Religious Vocabulary With Gavriel Aryeh Sanders ( 10 minutes)
Oct. 28, 2009
Rabbi Yonason Goldson: Atheists in Bubbleland
JWisdom.com Why what we wear impacts who we are With Rabbis Mordechai Becher, Menachem Golberger and Aliza Bulow ( 10 minutes)
Oct. 27, 2009
Paul Greenberg: The United Nations Is Outraged Again, Or: Department of Mideast Static
JWisdom.com The Science of Love With Rabbi Jonathan Rietti ( 7 minutes)
Oct. 26, 2009
The Jewish Ethicist by Rabbi Dr. Asher Meir: Damaging disclosures with a twist
JWisdom.com Wisdom and Wonks With Rabbi Eytan Feiner ( 7 minutes)
Oct. 23, 2009
Rabbi David Aaron: Are you ready for the ultimate pleasure?
JWisdom.com Watermark and oneness with Rabbi Sroy Levitansky ( 4 minutes)
Caroline B. Glick Stop using limited powers in a way that expands our enemies' advantages over us
Oct. 22, 2009
Steven Emerson: Terror Cases Share Desire to Kill Americans
JWisdom.com No More More Family Fights --- Really? By Sarah Chana Radcliffe ( 5 minutes)
Oct. 21, 2009
Tonya Alanez: Holocaust denier sues survivor, calling Auschwitz memoir 'vicious lies'
JWisdom.com Meditating Jewishly: A Panacea for Success by Sarah Yoheved Rigler ( 7 minutes)
Oct. 20, 2009
Dennis Prager: Obama and Dalai Lama: Why Israel Worries about U.S. President
JWisdom.com Abraham was not religious By Rabbi Yitzchok Fingerer ( 6 minutes)
Oct. 19, 2009
JWisdom.comWhy Good People Do Bad Things By Rabbi Eytan Feiner ( 7 minutes)
Oct. 16, 2009
Rabbi Yonason Goldson: The Perfect Number
JWisdom.com Hearing Voices By Rabbi Sroy Levitansky ( 5 minutes)
Caroline B. Glick How Turkey was lost
Oct. 15, 2009
Jeff Jacoby: Peace vs. the 'peace process'
JWisdom.com: Former MTV producer and stand-up comedian Rabbi Lawrence Hajioff: Taming a Control Freak (A VERY fast 15 minutes)
Oct. 29, 2003
Mortimer B. Zuckerman: Graffiti On History's Walls (MUST-READ!)

Jewish World Review Oct. 8, 2008 / 9 Tishrei 5769

Negative campaigning is good for America

By Dick Morris & Eileen Mc Gann


Printer Friendly Version
Email this article

http://www.JewishWorldReview.com | If there is one Darwinian adaptation that the American people have made to modern times, it is the ability to sift through a wide variety of claims and to determine for themselves which are specious and which are accurate. We realize that the days during which we could trust any one media outlet or candidate to give us the full story are long over — if they ever existed in the first place. We realize that truth is a synthesis of the various claims made by the left and the right, the Democrats and Republicans, and the incumbents and the challengers.


Voters see negative advertising as another form of information. They so distrust politicians that they want to see their opponents tear them down so they can get at the truth. In fact, voter attitudes toward politicians are akin to their opinions of criminal defendants (they could be forgiven for confusing the two). Just as juries want a prosecutor who tears the defendant apart and punches holes in his alibi, so they want a political candidate to run ads exposing his opponent.


Of course, negative ads do not always work. Sometimes they backfire big time. So when a candidate runs a negative ad, he takes his life, career, and reputation in his hands. If the ad turns out not to be true and an alert opponent jumps on him and runs a rebuttal ad exposing its inaccuracies, he can lose the election in a heartbeat.


Voters have a skilled baloney detector embedded in their consciousness. They know that politicians who have proclaimed their own honesty have ended up in prison, while others who say "read my lips, no new taxes" have broken their solemn vows and jacked up rates anyway. So they watch all television with suspicion. To succeed, negative ads must work overtime to get in under the detector.


Negative ads must emphasize fairness and accuracy even at the price of having less overt impact. The best negative ad I ever ran was for Jeff Bingaman in his 1982 race to unseat astronaut turned Sen. Harrison "Jack" Schmitt. The ad went as follows: "Do you think we should drill for oil in national parks and wilderness areas? The candidates for Senate disagree. Jack Schmitt says yes, we need the oil. Jeff Bingaman says no, we need to protect our national heritage more. Two good men run for Senate, but they disagree on oil drilling in parks and wilderness areas. So, on Election Day, vote for the o ne who agrees with you." The ad appeared so evenhanded — and was so accurate — that it overcame voter distrust and led to an upset victory for Bingaman.


To work, negative ads must be believable. To accuse an opponent of being soft on child molesters won't work. It lacks credibility. One cannot ask voters to believe such ill of an opponent that he deserves not just defeat but imprisonment. But to say that he puts his perception of constitutional rights ahead of convicting child molesters does work.


Paint a picture. Negatives must be thematic. John McCain, in the current campaign, is too scattershot, one day hitting Barack Obama for his Chicago political connections and then accusing him of vapid celebrity the next. It is only when the negative campaign paints a consistent picture that it can work.


Some political consultants, including most Republicans, treat positive advertisements like the overture before the show begins, marking time until the real campaign starts and the negatives begin to hit. That's wrong. Positive ads that explain a program, develop a theme, or spell out hot-button issues are still the most effective communications in politics. But negative ads work and have their place. They are how the voters find truth in a morass of claims and counterclaims. With much of the media oriented toward the left or the right, negative ads are often the only way voters can penetrate the claims of the various campaigns and get the facts.


Voters always tell pollsters that they hate negative ads, but politicians continue to run them. That's because the same polls show that they work. In a world with flawed politicians, we need negative ads; otherwise, we won't know candidates' defects until it's too late.

Every weekday JewishWorldReview.com publishes what many in the media and Washington consider "must-reading". Sign up for the daily JWR update. It's free. Just click here.


JWR contributor Dick Morris is author, most recently, of "Fleeced: How Barack Obama and Hillary Clinton, Media Mockery of Terrorist Threats, Liberals Who Want to Kill Talk Radio, the Do-Nothing Congress, Companies ... Are Scamming Us ... and What to Do About It". (Click HERE to purchase. Sales help fund JWR.) Comment by clicking here.



Dick Morris Archives


© 2008, Dick Morris

Insight (Our Columnists)

 Arnold Ahlert
 Mitch Albom
 Michael Barone
  Dave Barry
 Tony Blankley
 Andy Borowitz
 David Broder
 Stratfor Briefing
 Mona Charen
 Linda Chavez
 Ann Coulter
 Greg Crosby
 Larry Elder
 Suzanne Fields
 John Fund
 Frank J. Gaffney
 Lloyd Garver
 Jonah Goldberg
 Julia Gorin
 Jonathan Gurwitz
 Paul Greenberg
 Lewis Grossberger
 Victor Davis Hanson
 Betsy Hart
 Nat Hentoff
 David Horowitz
 Laura Ingraham
 Cheri Jacobus
Jeff Jacoby
 Paul Johnson
 Jack Kelly
 Ed Koch
 Ch. Krauthammer
 Michael Ledeen
 John Leo
 David Limbaugh
 Kathryn Lopez
 Rich Lowry
 Michelle Malkin
 Jackie Mason
 Dick Morris
 Bill O'Reilly
 Jim Mullen
 Clarence Page
 Kathleen Parker
 Dennis Prager
 Wesley Pruden
 Tom Purcell
 Jonathan Rauch
 Celia Rivenbark
 Robert Robb
 Cokie & Steve Roberts
 Pat Sajak
 Debra J. Saunders
 Culture Shlock
 Roger Simon
 Michael Smerconish
 Thomas Sowell
 Mark Steyn
 John Stossel
 Cal Thomas
 Bob Tyrrell
 Diana West
 Dave Weinbaum
 George Will
 Walter Williams
 Byron York
 Mort Zuckerman

'Toons
 Robert Arial
 Chuck Asay
 Baloo
 Chip Bok
 Dry Bones
  Lisa Benson
 John Branch
 Gary Brookins
 John Cole
 J. D. Crowe
 John Deering
 Brian Duffy
 Everything's Relative
 Mallard Fillmore
 Jake Fuller
 Bob Gorrel
 Joe Heller
 David Hitch
 Jerry Holber
 Steve Kelley
 Jeff Koterba
 Dick Locher
 Chan Lowe
 Ranan R. Lurie
 Jimmy Margulies
 Rick McKee
 Michael Ramirez
 Kevin Siers
 Jeff Stahler
 Ed Stein
 Danna Summers
 John Trever
 Gary Varvel
 Kirk Walters

Lifestyles
 How 2
 Lori Borgman
 The Savvy Consumer
 Elder matters
 Fixit
 Dr. Peter Gott
 GET A JOB! by Marty Nemko
 Richard Lederer
 Tech Maven
 Every Monday Matters
 Nutrition Myths
 Bookmark These
 Bruce Williams
 How Stuff Works