other hand, often hesitate to use comparison ads, as most believe they have little to gain by featuring competitors' products in their ads. There are exceptions, of course; CocaCola resorted to comparative advertising in response to challenges made by Pepsi that were reducing Coke's market share.
Another area where comparative messages are quite commonly used is political advertising. Political advertising is viewed as an important component of political speech and thus enjoys more First Amendment protection than commercial speech and less regulation by either government or self-policing agencies. Thus, it has become quite common for political ads to contain negative, one-sided attacks on an opposing candidate's weaknesses such as character flaws, voting record, public misstatements, broken promises, and the like.53 The goal of these ads is to discredit the character, record, or position of an opponent and create doubt in voters' minds about his or her ability to govern effectively. A major reason why negative political ads are used successfully is that voters often tend to weight negative information more heavily than positive information when forming impressions of political candidates.54 However, studies have shown that the use of "attack advertising" by politicians can result in negative perceptions of both candidates.55
Fear Appeals Fear is an emotional response to a threat that expresses, or at least implies, some sort of danger. Ads sometimes use fear appeals to evoke this emotional response and arouse individuals to take steps to remove the threat. Some, like the antidrug ads used by the Partnership for a Drug-Free America, stress physical danger that can occur if behaviors are not altered. Others—like those for deodorant, mouthwash, or dandruff shampoos—threaten disapproval or social rejection.
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