“Negative Ads on the Rise: Republicans Target Iowa and New Hampshire Voters

The 2020 Presidential Election is in full swing and campaigning is in full effect. According to a recent survey by the Wesleyan Media Project, Republican ads have become nastier and more frequent in Iowa and New Hampshire. The survey indicates the ads focus heavily on attack messages and have shifted away from Republican candidates promoting their individual platforms. The high volumes of attack advertisements from Republican candidates have raised the question of whether or not these messages are affecting the race. According to Michael Franz, the co-director of the Wesleyan Media Project, “Advertising has become a key factor in shaping the race in Iowa and New Hampshire.” Franz continued to explain that voters have developed a “narrative of the primaries” based solely on conflicting attack ads. When it comes to the attack ads, the survey found some stark differences in techniques between the two major parties. Republican attack ads tend to be more explicit in their messages, often directly accusing other candidates of wrongdoing. Democratic ads, however, tend to be more subtle and often include facts and personal stories in their messages. It’s clear that the tactics used in the ads of each respective party have changed over the years. The data from the survey also suggests that attack ads are having a greater effect on Independents and less-informed voting-age citizens. Because these voters are more likely to base their decisions solely on attack ads rather than a candidate’s individual platforms and policies, it could have a larger impact on the vote come November. Ultimately, the Wesleyan Media Project’s survey indicates Republican attack ads have grown in both tone and number in Iowa and New Hampshire. This could potentially have an effect on the state’s voters, so it will be interesting to see how the race plays out in the coming months.