In a number of recent elections, the candidates have been criticized for creating advertisements that show their opponents in a negative light, instead of creating ads that present the candidate's views on key issues.Each of these two different campaign styles illustrates different aspects of:

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The elaboration likelihood model of persuasion posits that there are two routes to persuasion: the central route (where people thoughtfully consider the logic and arguments of a message) and the peripheral route (where people are swayed by more superficial cues such as the appearance of the speaker or the emotive content of a message). Negative advertising is generally thought to operate via the peripheral route, by evoking emotions such as fear, disgust, or anger rather than by presenting logical arguments. By criticizing opponents rather than presenting their own views, candidates using negative advertising are relying on peripheral cues to persuade voters.

In a Number of Recent Elections, the Candidates Have Been