Negative campaign ads: Love 'em or hate 'em?

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Negative campaign ads: Love 'em or hate 'em?

CREATED Jun 11, 2012

Will negative campaign ads affect your vote for Congressional District 8 on Tuesday?

Reporter: Tammy Vo

TUCSON (KGUN9-TV) - Who will replace former Congresswoman Giffords? It's election eve for Congressional District 8. By now, there's no way you've been able to escape the campaign ads, especially the negative ones. We asked voters if these commercials will make a difference at the polls tomorrow?

Mario Pugliani said "I wouldn't vote for either of the candidates due to the advertisement that's being played. The people are being put down, it's terrible."

Susan Taylor doesn't care for the ads either, but something she saw in an ad against Jesse Kelly did stick with her. "The thing about medicare being a ponzi scheme. It really irks and upsets me and would sway me even more to vote against Kelly." How would she characterize the campaign ads? "Very negative. If it was me and I was a candidate, I would build myself up instead of attacking my opponent and say 'Here's what I can do for you'" said Taylor.

Danilo Matura isn't phased by these commercials but he worries that it sets a bad political tone. "It doesn't matter what side you're on. To see someone doing that, it makes people more cynical about the issues. Not something we need in our political system now." He went on to say "At the end of the day, people really want information and want to understand what's happening and what our elected officials are going to do about what's important to us. So, to have just an emotional impact isn't sufficient."

A survey by This Nation reveals that 87% of those polled are concerned about the level of personal attacks in today's political campaigns. The survey also found that negative ads can be effective in tarnishing an opponents image, but if the attack goes too far it can create a backlash effect.

Local political consultant, Margaret Kenski tells KGUN 9 that she doesn't view any of the ads as especially dirty, but thinks that the negative ads against Kelly were a bit more heavy hitting, likely because his camp had more material to work with including a history of past Kelly statements. She noticed that Kelly has mostly tried to negatively tie Barber to President Obama, hoping to sway voters that way.