Abstract
Recent findings from the literature on negative advertising conclude that its impact on campaign knowledge, interest, and turnout is beneficial. These conclusions are usually justified theoretically by the arguments that negativity prompts close attention in a way that positivity does not and that negative advertising contains more issue information than positive advertising. However, if negative advertising contains more issue information, we cannot separate the impact of its tone from information effects. Using an experiment that presented equal issue information in parallel negative and positive ads, little or no evidence is found of a greater impact of negative than positive ads. The conclusion is that the impact of negative advertising may be due more to the issue information it contains than to the arresting power of its negative tone.
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