Political advertisements work in different ways and, if used correctly, can greatly increase public attention.

As Election Day draws closer, candidates are making the final push to get voters. This includes increasing television and radio advertisements. Final debates are held, and phone calls increase.

If politicians want to increase their votes, then they need to change the way they go about advertising. Television ads are the first thing that needs improvement. According the American Psychological Association, not all ads work in the same way. The article the group published called “The science of political advertising,” provides great evidence of what really works.

Surprisingly, the negative television spots are the most effective.  This is due to the fact the background music and grainy images of drugs and violence with negative words make viewers want to learn more. Fear ads will heighten people’s attentiveness. They lead to people looking up information on the candidates.

This could work even better if more information was given during the commercial. Instead of focusing the whole time on the negatives, end with some quick points on the candidate. Also switching it up can help as well. Instead of airing all negative spots, add some informational ones as well. That way when a negative one plays, an informational one can play shortly afterwards and give the viewer the information. If it is run shortly after the negative one, the viewer is more likely to retain the information.

The happy advertisement featuring the politician’s family or American flags waving is not as persuasive. They work more as reinforcement in people’s support by appealing to their emotions. Those types of ads should be used more if the candidate has a strong lead over his opponent. The problem is that they give no information to voters who are still undecided.

Television and radio are not the only tools that can be used to get voters’ attention. Facebook and Twitter are great for reaching people. The Washington Post ran an article called “Campaigns use Facebook to talk to their biggest fans, and who talks back might surprise you.” The biggest thing with Facebook is that politicians use a more positive, personal vibe versus the negative, distant vibe given off by certain television advertisements. There is more talking one on one with people on social media sites. Voters can ask questions or show support through retweets.

This is a huge opportunity for the candidates that is often overlooked. The candidate can comment back and maybe even correct what is being said. It is a chance to help sway voters. Even if that particular person who commented does not change his or her mind, others reading it could.

Election Day is coming up and the way in which candidates reach their audience can greatly be improved. By focusing on the effectiveness of different types of advertisements and utilizing social media to the fullest, politicians could have gotten more support by now.