Las Vegas Sun

May 25, 2013

Currently: 89° | Complete forecast | Log in

Does a political ad need to be negative to be effective?

Published Friday, Sept. 10, 2010 | 4:59 p.m.

Updated Friday, Sept. 10, 2010 | 5:33 p.m.

Dina Titus ad

Joe Heck ad

Republican House candidate Joe Heck chose the warm, fuzzy approach for his first television commercial in the 3rd Congressional District.

"In times of crisis, a helping hand, a caring touch," a woman's voice says in the ad. "Dr. Joe Heck saves lives."

The ad never mentions Heck's opponent, Democratic incumbent Rep. Dina Titus. Instead, it introduces Heck as an emergency room doctor, Army reservist, small business owner and family man.

The tone of Heck's ad is markedly different from his opponents'. Titus recently released a television commercial that aggressively attacks Heck on his ideas for job creation.

"Sen. Heck doesn't get it. He's not on our side," a voice in the ad says.

Titus' commercial doesn't mention the congresswoman once, except to say that she approved the ad.

Heck said he purposely chose an upbeat tone for his commercial.

"Our goal is to increase name identification and voter recognition," he said. "I think the best way to do that is through a positive ad that highlights my credentials and what I will bring to Washington."

"That Dina has resorted to negative ads so quickly, I think, says a lot about our perspectives on the race," Heck added.

To be fair, Titus' first ad also was positive, an introductory piece like Heck's that highlighted her record helping homeowners facing foreclosure.

Titus spokesman Andrew Stoddard said the second ad, the negative one, shows the contrast between Titus and Heck and the policies each advocates.

Heck said he hopes to stay positive for the rest of the campaign, but admits, "This is politics. You never know what can happen."

And while some might find Heck's sunny outlook refreshing in this otherwise caustic election cycle, it might not be smart politically, according to one political observer.

"It's a little late for fluffy ads," said David Damore, a UNLV political scientist. "It's a good story, but it would have been a better story in July. Now he should be negative, negative, negative because at this point, all people are hearing are charges."

Discussion: 14 comments so far...

Comments are moderated by Las Vegas Sun editors. Our goal is not to limit the discussion, but rather to elevate it. Comments should be relevant and contain no abusive language. Comments that are off-topic, vulgar, profane or include personal attacks will be removed. Full comments policy. Additionally, we now display comments from trusted commenters by default. Those wishing to become a trusted commenter need to verify their identity or sign in with Facebook Connect to tie their Facebook account to their Las Vegas Sun account. For more on this change, read our story about how it works and why we did it.

Only trusted comments are displayed on this page. Untrusted comments have expired from this story.

Post a comment

Commenting requires registration.

Comments are moderated by Las Vegas Sun editors. Our goal is not to limit the discussion, but rather to elevate it. Comments should be relevant and contain no abusive language. Comments that are off-topic, vulgar, profane or include personal attacks will be removed. Full comments policy.

If you would like to submit your comment as a letter to the editor, you may submit it here.

Most Popular