COLUMBIA (WACH) -- Voters may be watching less emotion and more edge in this week’s campaign ads.
“We all decry this onslaught of negative ads,” says USC journalism professor Sid Bedingfield, “but there is a reason the candidates use negative advertising and that is because it works.”
However, the tone usually changes as candidates enter the final week before elections. According to Bedingfield, candidates turn the camera on themselves, instead of their opponents to deliver a positive message to win voters.
“I'm not certain we are going to see that this time,” says Bedingfield. “This governor's race is particularly aggressive.”
On Tuesday, The South Carolina Democratic Party began countering ads the Republican Governor's Association has aired for weeks criticizing Vincent Sheheen.
A poll by Rasmussen Reports shows the race for governor has tightend. Nikki Haley's lead over Sheheen is now nine points, compared to double digit numbers during the previous four months.
Columbia resident Thomas Hawkins says the last-minute campaign strategy to air negative ads isn't going to sway his vote.
“I think the candidates need to be telling the voters the truth, plain and simple,” says Hawkins.
Whether or not the negative ads work days before the election, Bedingfield thinks when voters are tuned in, those ads get good reception.
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