There was much journalistic disparagement of “negative campaigning”, especially negative ads during our recent election. This exasperates me. Negative comments about one’s political opponents are a staple of our politics - as anyone who has watched federal or provincial question period can attest.
What matters in an election are dirty ads where the three levels of grammar, which are utilized in film or video: aural, visual and intellectual, can be juxtaposed in ways that unfair messages are transmitted that are difficult for opponents to rebut.
A good example was the highly effective Conservative ad on the sponsorship scandal which showed faceless men crumpling up $50 and $100 bills while carousel music plays in the background.