Stupid, Ugly, Stinky, Nasty, Dirty, Poopy, Words!

In Kindergarten we were all carefully taught not to use bad words. Negative was bad, bad, bad. Positive was good. But as every advertiser knows, nobody in Kindergarten has to move products.
I will be the first to admit that negative advertising works. Anyone who ever saw Clarke Gable in “The Huxters,’ has to remember Sidney Greenstreet hawking up a juicy wad of mucus onto a conference table. As he wipes the table with his handkerchief, he explains that although what he did was disgusting, nobody at the table will ever forget it. It’s been 40 years since I saw the movie, so I tend to agree.
But just in case there was any doubt about the effectiveness of negative advertising, the UCL Institute of Cognitive Neuroscience did a study which “demonstrates conclusively” that “information of negative value is better detected than information of positive value.” However the Institute didn’t investigate what the effect of wildly overbearing, disturbing advertising might have on a brand.
The Republican party is currently experimenting with pushing the limits of negativity and adding the dubious element of easily-debunked, outright lies and occasional looney toon allegations of the coming of the antichrist. While a hardcore minority of Americans is desperately trying to believe, the brand is suffering mightily.
Not that the Democrats oddly disjointed muddle of “positive” messages is faring much better. There is no central theme or lattice of reinforcement to support a single unified brand. But this is not new. As Will Rogers said, "I'm not a member of any organized political party, I'm a Democrat!" At least the party is not making itself look ridiculous.
Negative advertising can of course be very, very good. And can be good for the brand. Apple ads come to mind, Justin Long & John Hodgeman are hilarious in the “I’m a Mac” ads. And in case no one noticed, they are blatantly ANTI PC. Brilliantly negative. And the PC campaign in response is as unfocused and mushy as the Democrats’ lame efforts to win credibility.
So, it’s not really a matter of negative or positive words and pictures, it’s the eternal quest for meaningful, memorable and effective. As ever, it is a simple choice of Badvertising versus good. Stupid versus smart.
If you’re going to go negative, be smart. And, apparently, if you’re going to go positive, be smarter.