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Voters have the power of a positive vote and voters can change the style of political campaigns. Use this comparison to evaluate political advertising.

POSITIVE POLITICAL ADS ARE....

INFORMATIVE

• They deal with qualifications and issues related to the office.
• They presents facts, address concerns, and identify problems.
• They offer solutions through well thought out platforms, plans and programs.

IN CONTEXT

• They present information within its true setting with supporting facts to ensure accurate interpretation by voters.

FORTHRIGHT

• They clearly state to voters where the candidate stands on the important issues and candidly present his/her proposals prior to Election Day

INSPIRING

• They show leadership, raise expectations, and encourage optimism.
• They inspire voters to work together for the common good.
• They create confidence in our representative system of government and encourage participation.

A CALL TO ACTION

• They tell voters how to get more information about the candidate and his/her positions on the issues.
• They call upon all of us to make informed decisions when we register and vote.

NEGATIVE POLITICAL ADS ARE...

NOT INFORMATIVE

• They merely tear down the opponent.
• They ignore qualifications and issues related to the office.
• They avoid addressing vital concerns, controversial situations and issues.
• They present no platforms, plans or programs.

OUT OF CONTEXT

• They offer no reliable sources or remove information from its true setting so that it is misinterpreted by the readers or viewers.

EVASIVE

• They hide the candidate's true position on issues and fail to present proposals prior to Election Day at the expense of the public's right to know.

DISCOURAGING

• They diminish trust and confidence in all candidates and elected officials.
• They cater to fear and prejudice and create dissension among different voters.

A TURN OFF

• They deal in half truths and present obstacles to informed voting.
• They cause some citizens to protest and express displeasure with all candidates by staying home in protest on Election Day.

HERE IS WHAT YOU CAN DO:

EVALUATE political materials and advertising carefully.
Ask yourself: Is it positive or negative?
Does it give good reasons to vote for a candidate or does it simply tear down his/her candidate?

CALL OR WRITE candidates, party leaders, and the news media.
Protest negative campaigning; praise positive campaigning.

SPEAK OUT at public meetings with candidates.
Hold candidates accountable for the content or lack of content in the campaign materials.

VOTE AND ENCOURAGE OTHERS to vote for candidates who display leadership, whose campaigns create confidence in
our system of government, and inspire all of us to vote, and work to improve our communities.

For a free brochure on "Support Positive Campaigns," call or write:
League of Women Voters of North Carolina
3509 Haworth Drive, Suite 404
Raleigh, NC 27609
Phone and fax: (919) 783-5995