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This is your brain on negative ads
Researchers say we may not like them, but they sure are affective
The grainy black-and-white images appear on television, while ominous music plays in the background. It's another in a blizzard of negative political ads and before you consciously know it, the message takes hold of your brain.
You may not want it to, but it works just about instantly.
In fact, the ad's effects on the brain "are actually shocking," says UCLA psychiatry professor Dr. Marco Iacoboni.
Iacoboni's brain imaging research from the 2004 presidential campaign revealed that viewers lost empathy for their own candidate once he was attacked.
"Everyone says, 'We hate them, they're terrible,'" said psychology professor George Bizer of Union College in Schenectady, N.Y.
However, he added, "They seem to work."
And politicians know it because the latest figures show that by nearly a 10-to-1 ratio, political parties are spending more money on negative ads than positive ones.
Originally posted by GradyPhilpott
If I had my way, there would be no mention of elections on television, at all.
No interviews, no ads, nothing except a televised debate with no commentary whatsoever.
[edit on 2006/11/4 by GradyPhilpott]