How effective are political attack ads?

If you've been following the US midterms you'll know there have been some astonishing attack ads doing the rounds, reaching some pretty new lows. Back here, the election campaign has also seen some pretty intense advertising, many of which are driven by lobby groups on both sides of the political spectrum. It got us wondering about attack ads and whether they achieve what they set out to or conversely, turn voters off. Monique Turner is Professor of Communication at Michigan State University, she studies the emotional impacts of advertising campaigns.

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