什么是负面的竞选广告？(a negative campaign ad?)

正如许多美国人在选举日前后意识到的那样，政治竞选活动并不总是美好的。不同职位的候选人可能会花费数千美元制作电视广告，要么突出自己的目标和成就，要么严重怀疑对手的资格或能力。当一名政治候选人公开批评他或她的对手的性格或记录时，其结果被称为负面竞选广告。负面的竞选广告可能是挑战对手资格的有效方式，但如果处理不当，也可能让人觉得它卑鄙或报复心很强。。...

Quite a few voters believe that the negative campaign ad has lost much of its effectiveness.

Some negative campaign ads allege that an opponent has a substance abuse problem.

许多政治候选人在开始竞选时都有保持积极竞选的想法。早期的竞选广告常常充斥着描绘强烈的家庭价值观、卑微的教养或是对以往政治成功的回忆。然而，仅仅这些田园诗般的画面很少能在民调中产生明显的影响。为了影响尚未决定的选民，候选人可能会决定制作他或她的第一个负面竞选广告，特别是在与受欢迎的现任总统竞选时。

Some political candidates may run negative campaign ads against their opponents in order to win elections.

在负面的竞选广告中，对手公共生活的任何方面都是公平的。例如，一位反对者可能会声称支持减税，但他的投票记录可能会显示出之前支持增税的大量选票。与有争议的政治家的联系也可以包含在负面的竞选广告中。一些候选人利用负面竞选广告揭露对手的主要资金来源，如审判律师协会或大型石油公司。一个负面的广告宣传活动最好是集中在那些来源无可挑剔的已证实的政治失败上。。

负面竞选广告应该避免的一个领域是对手的个人生活。选民可以容忍对彼此公共记录的攻击，但对对手私生活的人身攻击则是另一回事。诸如酗酒、离婚和其他个人问题这样的话题很少会出现在合法的负面竞选广告中。每当一场政治运动沦为骂人和污蔑的时候，选民通常会考虑第三个候选人或完全不投票。

即使是承诺不做任何负面竞选广告的候选人，也可能会感到有压力对对手的指控做出回应。候选人自己的负面竞选广告片段可能会被其对手用来反驳指控。在政治上，第一个发布负面竞选广告的候选人往往在早期处于劣势。反对者可以通过抵制快速发起负面攻击的诱惑，从而占据道德“制高点”。然而，几乎不可避免的是，负面竞选广告的主题将尽快发起反击。。

不少选民认为，负面的竞选广告已经失去了很多效力。过于消极的候选人可能显得傲慢或狡猾。他们的对手实际上可能会从厌倦了无情攻击的同情选民那里获得选票。至关重要的是，负面竞选广告中使用的任何信息都必须可由外部来源核实，并与对手的政治或公共生活有关，而不是与他或她的个人生活有关。

发表于 2022-01-18 23:21
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分类：历史

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