Abstract:One of the most crucial decisions political candidates make ahead of an election is whether they want to focus on their image or that of their their political opponents in their advertisement (Lau and Rovner , 2009). During electoral campaigns, candidates need to decide whether they use political advertisement to display a positive image of themselves or whether they try to make the opponent look bad. The first strategy is referred to as Acclaim or Positive Ads. The second approach, according to Surlin and G… Show more
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