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Before 1964, campaign ads were almost always positive. The opposing candidate or their policies were rarely mentioned. [20] In mid-June, John P. Roche, president of Americans for Democratic Action (ADA), a progressive advocacy group, wrote a letter to Bill Moyers, Johnson's press secretary, which said that Johnson was in a "wonderful strategic position", and that they could run a "savage ...
Direct effects of political campaign advertising include informing voters about candidates' positions and affecting the "preferences and participatory ethos of the electorate". [37] Studies show that voting results are affected by voters' characteristics and the type of ad to which they are exposed. [citation needed]
Political ads are a form of political speech with a straightforward, essential task: to gain people's confidence and influence their vote, in the case of political campaign advertising.
While television remains the dominant form of political advertising, the under-the-radar Google ads also indicate there will be many different ways political campaigns try to reach voters this fall.
In a controversial ad called "Celebrity", McCain's campaign asked, "[Barack Obama] is the biggest celebrity in the world. But, is he ready to lead?" The ad juxtaposed Obama supporters with photos of Britney Spears and Paris Hilton. [9] By 2010, attack ads had spread online as political candidates published their ads on YouTube.