The negative campaign as an electoral strategy from the perspective of political consultants: who to attack, when to attack and how to attack1
Felipe Borba,
Fábio Vasconcellos
Abstract:This article analyzes negative advertising as an electoral strategy. The objective is to assess three basic questions: who to attack, when to attack and how to attack. To do so, we conducted a research survey with a sample of Brazilian political consultants in order to understand how negative campaign strategies vary according to the circumstances. The results indicate that the decision to attack the opponent should be used in the final stage of the campaign, focusing on the opponent’s proposals and preferably… Show more
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