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It shd be researched, tested to see if it's effective. The values/goals there won't ever be reached unless Dems get Senate/POTUS. And it's likely MB & Lincoln Project type ads for JB wd be more effective. Propagandists have Dems scared to make negative adshttps://conatusnews.com/propaganda-positivity-media …
Tested. And still continuing to test. We're seeing HUGE declines in voter motivation esp. among low propensity in key states. Tons of data show that esp for voters of color, have to have something to vote FOR. Negative messages don't mobilize.
Also - I'd argue that ad is far from pure positivity. There is absolutely villain depicted. Tension between what we can have and need and what's getting in our way.
As you can see in a NextGEnAmerica study linked to in my article, neg ads DO mobilize. Perhaps positive ones do sometimes too. Pollster @RAchelBitecofer discusses studies of how negative partisanship (dislike of T) gets votes. It's a mistake to discount the power of neg. ads.
Thanks! I'm fam. with this work. Categorizing which ads are neg and pos isn't B&W. Totally agree that empty happy talk (ala Hallmark) doesn't work. Negative emotions ARE useful if tipped toward anger. When fear-evoking, shown to inhibit action.
What did U test it for? Does it get voters for Biden or for Dems running for Senate? Now that wd be impressive.
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