In the 2020 U.S. election, over $8.5 billion was spent on political advertising—nearly double the amount spent in 2016. Political ads shape public opinion, reinforce biases, and sometimes mislead voters. They are designed to persuade, provoke, or reassure. Attack ads aim to discredit opponents, while positive ads build a candidate’s image.
Issue-based ads target policy-focused voters, and fear-based ads exploit anxieties. Each type follows a strategy tailored for maximum impact. Understanding these ads helps voters recognize persuasion tactics and make informed decisions. This article breaks down the most common types of political ads and the strategies behind them.
The Most Common Types of Political Ads and Their Strategies
#1. Attack Ads
Definition and Purpose
Attack ads are designed to discredit an opponent by highlighting their flaws, inconsistencies, or past mistakes. These ads aim to weaken voter trust in the opposing candidate and shift support toward the sponsoring campaign. They often rely on emotionally charged messaging, portraying the opponent as untrustworthy, dangerous, or incompetent. Attack ads can be direct, calling out a candidate by name, or indirect, subtly suggesting negative traits without explicit accusations.
Tactics Used
- Selective Quoting: Statements are taken out of context to misrepresent the opponent’s views.
- Dramatic Imagery: Dark colors, grainy footage, and unflattering photos create a sinister impression.
- Emotional Appeals: Fear, anger, or distrust are triggered to influence voters’ perceptions.
- Guilt by Association: Opponents are linked to controversial figures, policies, or scandals.
- Exaggeration and Distortion: Some ads twist facts or statistics to make an opponent seem more extreme.
Examples and Effectiveness
A famous example is the “Daisy” ad (1964), which implied that Barry Goldwater’s policies could lead to nuclear war. The ad never mentioned Goldwater by name but left a strong impression of danger. The “Swift Boat Veterans for Truth” ads (2004) questioned John Kerry’s military service, damaging his credibility. Attack ads can be highly effective, but they also risk backlash, especially if voters see them as dishonest or overly aggressive.
#2. Positive Ads
Definition and Purpose
Positive ads focus on promoting a candidate’s strengths, character, and vision rather than attacking opponents. These ads aim to build trust and confidence by presenting the candidate as a capable, relatable leader. They are often uplifting and inspiring, using warm visuals, hopeful music, and testimonials from supporters. Positive ads help shape the candidate’s public image, reinforcing qualities like leadership, integrity, and compassion.
Focus Areas
- Personal Story: Candidates share their background, struggles, and values to connect with voters on a personal level.
- Accomplishments: Highlighting past achievements in government, business, or community service to establish credibility.
- Vision for the Future: Presenting specific policy goals and a hopeful outlook to inspire confidence.
- Family and Community: Featuring loved ones and local supporters to reinforce relatability and moral values.
Examples and Effectiveness
The “Morning in America” ad (1984) for Ronald Reagan emphasized economic recovery and optimism, helping secure a landslide victory. Barack Obama’s “Yes We Can” ad (2008) featured testimonials from diverse voters and celebrities, reinforcing his message of unity and change. Positive ads can be persuasive, but they may lack the emotional impact of attack ads, especially in highly competitive races.
#3. Issue-Based Ads
Definition and Purpose
Issue-based ads focus on specific policies rather than attacking opponents or emphasizing a candidate’s personal appeal. These ads educate voters on key political issues, outlining a candidate’s stance or criticizing an opponent’s position. They appeal to those who vote based on policy rather than personality, making them crucial in elections where specific issues dominate public discourse.
Target Audience
- Policy-Driven Voters: People who prioritize issues like healthcare, taxes, or climate change over party loyalty.
- Undecided Voters: Issue-focused messaging can sway those unsure about a candidate’s broader platform.
- Activist Groups: Ads aimed at mobilizing specific movements or interest groups, such as labor unions or environmental advocates.
Examples and Effectiveness
In 2012, Barack Obama’s campaign ran ads focused on healthcare reform, targeting voters concerned about medical costs. In 2016, Donald Trump’s ads on immigration policy appealed to voters concerned about border security. Issue-based ads can clarify a candidate’s policies and attract engaged voters, but they risk oversimplifying complex topics or alienating those with opposing views.
#4. Fear-Based Ads
Definition and Purpose
Fear-based ads use anxiety and urgency to influence voter behavior. These ads frame the election as a choice between security and disaster, warning that the opposing candidate or party poses a significant threat. Fear-based ads intensify emotional reactions, making voters more likely to support a candidate who promises safety and stability.
Common Themes
- Crime and Public Safety: Suggesting that the opponent is weak on law enforcement and will allow crime to rise.
- National Security: Depicting threats from foreign adversaries or terrorism to promote a strong defense stance.
- Economic Collapse: Warning that an opponent’s policies will lead to job losses, inflation, or financial instability.
- Moral and Social Decay: Presenting cultural shifts as dangerous to traditional values or national identity.
Examples and Effectiveness
The “Willie Horton” ad (1988), used against Michael Dukakis, highlighted a convicted criminal released under his policies who later committed violent crimes. The ad played into racial fears and significantly hurt Dukakis’s campaign. The “3 A.M.” ad (2008) for Hillary Clinton questioned Barack Obama’s ability to handle a national crisis. Fear-based ads can be highly effective because they tap into deep-seated anxieties, but they can backfire if seen as manipulative or exaggerated.
#5. Celebrity Endorsement Ads
Definition and Purpose
Celebrity endorsement ads feature famous figures publicly supporting a candidate. The idea is that voters trust and admire these public figures, making them more likely to support the candidate they endorse. These ads can boost a candidate’s credibility, generate media attention, and appeal to younger or less politically engaged voters.
Psychological Appeal
- Trust and Authority: A well-respected celebrity lends credibility to the candidate.
- Emotional Influence: Fans feel a personal connection with celebrities and may transfer that trust to the candidate.
- Social Proof: Seeing influential figures endorse a candidate makes it seem like the “right” choice.
- Media Exposure: Celebrity-backed ads often get free coverage, extending their reach beyond paid advertising.
Examples and Effectiveness
Oprah Winfrey’s endorsement of Barack Obama (2008) was credited with increasing his support, particularly among female and African American voters. Taylor Swift’s endorsement of Joe Biden (2020) helped mobilize young voters. However, celebrity endorsements don’t always translate into votes. In 2016, many high-profile celebrities backed Hillary Clinton, but she still lost key battleground states. Some voters see celebrities as out of touch with everyday struggles, making their endorsements ineffective or even counterproductive.
#6. Testimonial Ads
Definition and Purpose
Testimonial ads feature personal endorsements from individuals who share their experiences or opinions about a candidate. These ads aim to build credibility and emotional connection by showcasing support from real people rather than politicians or celebrities. Testimonials can come from voters, community leaders, or experts, making them an effective way to humanize a candidate and create a sense of trust.
Types of Testimonials
- Everyday Voters: Regular people sharing how a candidate’s policies have positively affected them.
- Experts and Professionals: Doctors, teachers, or economists endorsing a candidate’s stance on specific issues.
- Community Figures: Religious leaders, veterans, or small business owners offering personal endorsements.
Examples and Effectiveness
In 2008, Barack Obama’s campaign featured healthcare patients discussing how his policies would benefit them. In 2020, Donald Trump used law enforcement officers to support his stance on crime and security. Testimonial ads can be highly effective because authentic voices resonate with voters. However, they can backfire if the individuals seem scripted or politically motivated.
#7. Comparison Ads
Definition and Purpose
Comparison ads highlight differences between two candidates on policies, leadership qualities, or past records. Unlike attack ads, they don’t rely solely on negativity but aim to contrast strengths and weaknesses objectively. These ads help voters see clear distinctions between candidates and make informed choices.
Tactics Used
- Side-by-Side Policy Comparisons: Showing key differences on major issues.
- Contrasting Leadership Styles: Presenting one candidate as stronger, more experienced, or more competent.
- Highlighting Past Records: Comparing legislative votes, policy decisions, or past achievements.
- Using Direct Quotes: Placing candidates’ statements side by side to reveal inconsistencies.
Examples and Effectiveness
In 2012, Mitt Romney’s campaign released ads comparing his business experience to Obama’s economic policies, arguing that he was better suited to fix the economy. In 2020, Joe Biden’s campaign contrasted his COVID-19 response plan with Trump’s handling of the pandemic. Comparison ads are useful for informing voters, but they must be factually accurate—misleading comparisons can damage a campaign’s credibility.
#8. Narrative Ads
Definition and Purpose
Narrative ads tell a story about a candidate or a political issue, using personal experiences, struggles, and triumphs to engage voters. These ads rely on emotional appeal rather than hard facts or direct persuasion. By crafting a compelling storyline, candidates make themselves more relatable and memorable.
Storytelling Techniques
- Personal Journey: Highlighting hardships, perseverance, and achievements.
- Voter Stories: Featuring real people whose lives have been affected by policies.
- Emotional Visuals: Family moments, community gatherings, or past struggles.
- Hopeful and Inspirational Tone: Motivating voters to believe in change and progress.
Examples and Effectiveness
Ronald Reagan’s 1984 re-election ad showed everyday Americans thriving, reinforcing his leadership success. In 2020, Kamala Harris’s biographical ad focused on her immigrant parents and civil rights activism, connecting with diverse voters. Narrative ads work well because stories are more persuasive than statistics, but they can feel insincere if overly dramatic or staged.
#9. Grassroots Ads
Definition and Purpose
Grassroots ads focus on mobilizing everyday voters rather than pushing top-down political messaging. These ads emphasize community involvement, volunteer efforts, and local engagement to inspire people to take action. They often feature small-scale efforts, encouraging voters to spread the message organically.
Approach
- Featuring Local Supporters: Regular people explaining why they support a candidate.
- Encouraging Action: Urging viewers to vote, volunteer, or spread awareness.
- Highlighting Community Issues: Addressing local concerns that national campaigns might overlook.
- Using User-Generated Content: Supporters submitting personal videos or social media posts.
Examples and Effectiveness
Bernie Sanders’ 2016 and 2020 campaigns relied heavily on grassroots advertising, with volunteers creating social media content and local event ads. Barack Obama’s 2008 campaign encouraged supporters to post personal endorsements online. Grassroots ads create a sense of movement, but they may struggle to reach a broad audience without strong organization and funding.
#10. Issue Advocacy Ads
Definition and Purpose
Issue advocacy ads focus on a specific cause or policy rather than a candidate. These ads are often sponsored by political action committees (PACs), nonprofits, or interest groups rather than official campaigns. The goal is to raise awareness, shape public opinion, or pressure policymakers rather than win votes directly.
Advocacy vs. Election Ads
- Election Ads: Promote a candidate’s campaign and seek votes.
- Advocacy Ads: Focus on policies, often without endorsing a specific candidate.
- Long-Term Influence: Advocacy ads can run outside of election cycles to push for lasting change.
Examples and Effectiveness
The “Truth” anti-smoking campaign educated youth about the dangers of tobacco, leading to decreased smoking rates. The “Medicare for All” ads by progressive groups influenced healthcare policy debates in Democratic primaries. Issue advocacy ads can shape long-term public opinion, but they may be dismissed as propaganda if the sponsor lacks credibility.
Closing Thoughts
Political ads are a powerful tool in shaping voter opinions and influencing election outcomes. Each type of ad serves a specific purpose, whether it’s attacking opponents, promoting a candidate’s strengths, highlighting key issues, or evoking emotions like fear or hope. While some ads inform and inspire, others manipulate and mislead.
Voters should critically analyze political ads, questioning their sources, claims, and tactics before forming opinions. Campaigns, on the other hand, must balance persuasion with credibility, as misleading ads can backfire. In an era of rapid media consumption, understanding political advertising strategies is crucial for both voters and candidates alike.