Attack Ads - A Desperate Attempt to Solidify a Shrinking Base

Attack Ads as Schoolyard Tripe - Macleans.ca

Numerous editorials have commented on the negative ad campaign of the Conservative Party of Canada initiated a few days ago against Michael Ignatieff. None that I have read have viewed them favourably. This may be the best kind publicity the Liberals could hope for in these current economic times: free.

Many of us would like to think that such negativity would backfire, but often, it does not. Liberals and Conservatives alike have used such tactics at least since the 80's to varying degrees of success. This may explain why the Conservatives launched this most recent volley. "It worked before", may be their thinking.

This time may be different. Such a strategy is much more problematic when used from a position of weakness. Using such attacks when your support is slipping has the unfortunate side effect of shining a light on your desperation. Such a characteristic is not usually something we look for in a leader and likely repels more voters than it attracts.