Election season is filled with political advertisements. In the recent primary runoff election, some ads were ugly. But do negative ads work?
The answer: It depends on the situation and candidate.
David Mowery, the chairman of Mowery Consulting Group, creates political advertisements for candidates. He said political ads need to connect with people.
“You want an emotional connection with people and something that qualifies you for the office that you’re seeking, even if they don’t know what that office does,” Mowery said.
Mowery said campaigns use attack ads when their poll numbers are not doing well.