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What makes a good political ad?

Politics

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WASHINGTON (ABC4 News) – With the midterms right around the corner, it feels like every commercial on TV in a political ad.

Some ads are negative, others stick to political talking points, but do they get voters out to the polls?

It’s that time of year when political ads are taking over your TV and your social media timelines.

 “As we get closer to election day, you’re starting to see ads ramp up the rhetoric,” said advertising expert Jason Mollica with American University.

Mollica said candidates are pulling out all the stops to try and stand out, especially when voters are overwhelmed with political content on TV and on social media.

“The more outlandish, the more sort of attention-getting it is—you need to get eyes on it,” said Mollica.

But political consultant Joe Fuld with The Campaign Workshop said ads still need to explain where candidates stand on the issues.

“If you can do something that engages and entertains as well as informs, you can make a big difference,” said Fuld.

Fuld said there’s no perfect formula, but what won’t work, are false attacks.

“In the end voters are smart,” said Fuld.

Still, experts warn voters not to rely solely on ads when making your decision on who to support.

“It’s about people actually doing the research,” said Mollica.

Copyright 2019 Nexstar Broadcasting, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

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Glen Mills

Chief Political Correspondent

For this Beetdigger and Ute it’s an honor to be doing what he loves in his home state! Glen is an award-winning journalist, who joined the ABC4 News team in June 2013. You can catch him anchoring ABC4 News at 5 and 6, Monday through Friday. He also serves as our Senior Political Correspondent, keeping you up to date on issues that impact your life at the city, state and national level. His political reports run throughout the week, and he hosts Inside Utah Politics, Sunday mornings at 8. The Utah Headliners Chapter of the Society of Professional Journalists has recognized Glen as the best government and military television reporter in the state. Before returning home to Utah, he spent 11 1/2 years developing his journalism skills in other states. He held various on-air and management positions at KPVI in Pocatello, Idaho, WGBA in Green Bay, Wisconsin and KKCO in Grand Junction, Colorado during that time. Read More...
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