Accessible Requires Authentication Published by De Gruyter February 9, 2013

Negative, Angry, and Ubiquitous: Political Advertising in 2012

Erika Franklin Fowler and Travis N. Ridout
From the journal The Forum


Record amounts of money went to purchase television advertising during the 2012 election cycle, resulting in unprecedented volumes of advertising. This increase was due in part to the ease with which outside groups, such as super PACs, were able to raise and spend advertising dollars in the current, post-Citizens United, regulatory regime. Advertising in 2012 was also extremely negative, especially at the presidential level, and frequently evoked the emotion of anger. Yet whether 2012 marks the high point for spending on advertising – and whether the negativity will abate in the next presidential election – remain open questions.

Corresponding author: Erika Franklin Fowler, Assistant Professor, Department of Government, Wesleyan University, 238 Church Street, Middletown, CT 06459, USA

Published Online: 2013-02-09

©2013 by Walter de Gruyter Berlin Boston