What is the primary purpose of negative political advertising?

The primary purpose of negative political advertising is to discredit an opposing candidate. This type of advertising aims to undermine the opponent's image, credibility, or appeal, often by highlighting weaknesses, controversial actions, or unfavorable past behavior. By attacking the opponent, the advertising seeks to sway voter perception and diminish support for that candidate, potentially making the attacking candidate appear more favorable by comparison.

Negative advertising tends to dominate during competitive elections, as candidates and their campaigns seek to create doubt in the minds of voters regarding their opponents, effectively shaping the electoral landscape to their advantage. This strategy is often guided by the understanding that negative information may be more impactful and memorable for voters than positive information.