In today's politics, unfortunately, political communications is NOT aimed at influencing people by telling them who a candidate is, or what that person stands for, or hopes to do. The idea of political communications today is to demonize and destroy the opponent. I even heard a radio spot the other day in which a candidate used a distinctively negative attack to claim her opponent was running a negative campaign.
Let me tell you where all this comes from ... it comes from the philosophy of trial lawyers who figure they can win their case before a jury if they can destroy the credibility of the opponent. A trial lawyer doesn't have to prove his client is a good person; all he has to do is convince the jury that his opposition is a bad person. And once the jury votes, his client has won. Today's political handlers - from James Carville on down - are using advertising TECHNIQUES to give American voters negative campaigns aimed at destroying the opponent, rather than telling you the good points of their candidate. As one who comes from a legitimate advertising background, it makes me sick.
This is Gordon Sawyer, and may the wind always be at your back.
http://accesswdun.com/article/2002/12/186992