Why Negative Political Ads Work

Editor's note: Ruthann Weaver Lariscy, is a professor in the department of advertising and public relations in the Grady College at the University of Georgia. Her research in political and health advertising is published in academic and professional publications.

(CNN) -- Negative ads in the Iowa caucuses are just the tip of the iceberg. While as recently as three election cycles ago there were still some reservations about slinging mud, in 2012 negative ads are a virtual must-have component of every political campaign.

Many people say they dislike how ugly American campaigns have become. In fact, some research explores whether political apathy and disengagement are associated with increasing negativity. But the evidence is inconclusive -- about as many of us seem to be entertained by attack ads as are turned off by them.

Most of us maintain that we dislike negative ads, especially certain types of them. Among those that are strongly disliked are ads that are considered too personal or that shed a negative light on a family member. Running an ad that criticizes Newt Gingrich's three marriages, for example, borders on dangerous.

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