Combating Negative Ads
|1.||supportive messages designed to position the candidate on the issues and increase the perceived ideal personal leadership qualities of the candidate,|
|2.||negative ads designed to question the opponents suitability for office, and|
|3.||reactive response ads that serve as a reply to the opposition's negative ads.|
However, communication theory suggests that there is a fourth type of communication strategy that could be an effective form of political advertising: inoculation ads. Proactive inoculation ads are used to undermine, deflect, and reduce the power of anticipated negative attacks.
Two of these four political advertising strategies are designed to combat negative ads: proactive inoculation ads and reactive response ads. Chapter 6 is an analysis of these two strategies. Combative research techniques are an integral part of the development and application of effective proactive inoculation and reactive response ads. We explore combative research techniques as an introduction to our analysis of combative advertising strategies.
In order for political campaigns to successfully use inoculation advertising or reactive response advertising, the campaign must be cognizant of all potential candidate vulnerabilities. This can be done only through extensive and inten-