Study helps explain why negative ads can leave a more lasting impression

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Ever wonder why so many attack ads seem to appear just before elections? An about-to-be-released study helps explain why. Authors Lorraine Lau-Gesk and Joan Meyers Levy assert that ads using positive images and content often fail to arouse the interest of an intended audience. However, the same people tend to be more likely to take notice and tune in when a negative ad appears, they argue.