Do Negative Political Ads Work? This Guy Proved They Did. Do They Work On Us Today?

The influence of political consultants is hotly debated today in our highly fractured society where media messagers position candidates and TV and Social Media dominate what influences voters.

At the start of my career, one of my jobs was making 16mm political spots designed to run on TV. Some of my work was for one of the men in this 1967 debate which ran on primetime TV – Joe Napolitan. He was a political consultant who used negative advertising to help elect President Lyndon Johnson and defeat Barry Goldwater in the 1964 presidential campaign. Aside from Joe Napolitan the other speakers in this clip are F. Clifton White (a Republican political consultant) and Theodore Sorensen, President Kennedy's political consultant.

The 1960s marked a turning point in the use of negative advertising in political campaigns. This change was due to the rise of TV as a primary medium for reaching voters. Negative advertising became a prominent feature of political campaigns, focusing on exploiting an opponent's weaknesses, perceived character flaws or policy positions. The goal was to create doubt or fear in voters' minds.

One of the most famous examples of negative advertising was the "Daisy" ad from Lyndon Johnson's 1964 presidential campaign. The ad created by advertising consultant Tony Schwartz (with whom I worked), showed a young girl picking petals from a daisy before cutting to a nuclear explosion countdown and a mushroom cloud. The voiceover featured President Johnson's voice, warning that "we must either love each other or we must die." The ad implied that Barry Goldwater would lead the U.S. into nuclear war. Although the ad only aired just once, it is credited with helping Johnson win in a landslide.

During the 1960 Kennedy-Nixon campaign is remembered for its groundbreaking televised debates. Kennedy's strong performance helped boost his image and demonstrated the power of television as a political tool. Political consultants started focusing on the candidates' on-screen appearances, stage presence, and messaging, acknowledging the medium's influence on public opinion.

Data-driven strategies: While not as advanced as today the 1960s saw a reliance on polling and data analysis in campaigns. Consultants started using polls to gauge public opinion and sentiment, which helped candidates tailor their messages and target specific voter demographics.

he 1964 presidential campaign between Lyndon B. Johnson and Barry Goldwater further cemented the importance of political consultants in shaping campaign strategies. The campaign emphasized the importance of managing a candidate's public image and relations with the press. Political consultants started playing a more significant role in coaching candidates on media appearances, message control, and crisis management.

By the end of the 1960s, political consultants had become indispensable to political campaigns. Their roles continued to expand and evolve with advances in technology, data analysis, and media platforms.

Political consultants played significant roles in the 1960 and 1964 presidential campaigns included;
Louis Harris who worked as John F. Kennedy's personal pollster during the 1960 presidential campaign. Harris conducted polls to gauge voter sentiment and preferences, allowing the Kennedy campaign to tailor its messaging and target specific demographics.

Ted (Theodore) Sorensen crafted many of Kennedy's most memorable speeches, including his inaugural address. He played an essential role in shaping the candidate's messaging and public image.

Bill Moyers helped manage President Johnson's public image and media relations.
F. Clifton White was a strategist for the Republican Party and played an important role in Barry Goldwater's 1964 campaign. White masterminded the Draft Goldwater movement that ultimately secured Goldwater's nomination.

Joseph Napolitan was a pioneering political consultant who played a significant role in shaping modern political campaigns. He is often referred to as the "father of modern political consulting and included utilizing data-driven strategies and the power of mass media.

Joseph Napolitan's work on these high-profile campaigns showcased his innovative approach to political consulting, which combined data analysis, media management, and effective messaging. His contributions to the field have had a lasting impact on the way political campaigns are conducted and have influenced generations of political consultants.

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