New research reveals: how do election campaigns affect viewers? - Walla! Marketing and digital. What is more persuasive: a positive or negative tone? Personal story or facts? The candidate or the voter? Researchers stated unequivocally: we have no idea! The study found that advertisements can lead to a small but important change in public opinion.
This effect, although seemingly small, can be politically significant, especially in close races where a small change in voter preferences can determine the outcome of the election.