This past week we spent a considerable amount of time discussing political advertising campaigns, and even had the pleasure of watching a considerable number of presidential campaign ads in class. We learned about negative ads and content free ads, among others. Since then I've been wondering, why do we bother to watch them? Before anyone who reads this starts criticizing me (perhaps as a result of the reflexive emotional response such a strong statement is capable of eliciting, the type of reaction political ads tend seek), I will admit that campaign ads do have legitimate purposes. However, after our recent lectures and readings on the subject I don't believe that those purposes are beneficial to the viewer (theoretically the average American).
Political ads are usually intended to spread publicity about a specific candidate, policy, issue, or party and/or to swing public opinion in favor of said candidate, policy, issue, or party. This objective is usually of no help to the viewer. For example, what do ads showing candidates kissing babies, standing with the American flag, shaking hands, and so forth truly reveal about that candidate? Since the first campaign ads were introduced they have informed the viewer about very few facts, instead publicizing the candidate's name and describing (what some would say are) irrelevant moral and familial values. Negative ads do tend to provide more information, though they are equally as harmful.
Negative ads have the potential to spread not only harmful, but false information as well, leaving the viewer misinformed and voting for the wrong reasons. On the other hand, content free ads are next to useless in their lack of relevant information. I suppose what I'm asking is: What's the point? Personally, I don't pay too much attention to political advertisements. When I do, I often review what the ad said or was about and question its' honesty. Maybe I'm over thinking this, but I believe that we should try to analyze what ads don't say and question what they do.
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