Negative political ads driving Aussie voters away from major parties: research

Negative political campaign ads are increasingly driving Australian voters to vote for minor parties and independents, a study by the Australian National University (ANU) revealed on Tuesday.

Political marketing researcher Dr Andrew Hughes of the ANU Research School of Management studied the biometric reactions of everyday voters and found people became irritated by negative messages in political advertisements.

"Political advertising does not work. It doesn't get attention, it's not remembered all that well," Hughes said in a statement released on Tuesday.

"What I've noticed in this election more than anything else is that people are saying 'I don't like the ads for the major parties, this time around I'll be voting independent'."

Hughes said he attached a number of sensors to the test subjects' bodies, and found noticeable changes in heart rates and skin conductance, which measured the trace electricity produced after the subject was exposed to political advertisements.

He said the effect the ads were having were negative on voters, and it was pushing people towards voting independent or for a minor party at Saturday's federal election.

"Whilst attack adverts certainly bring up the emotions, they don't convince people to change their vote. If anything negative advertising made people angry with the political process," Hughes said.

"When people do remember negative advertising it's because they hate the ads. That's not a good thing, as you want people to like your ads because it means they will remember what's in the message."

Hughes said the political parties should instead put money into more positive messages to garner better voter reaction.

"Put the majority of the money into grass-roots campaigning like social media engagement, town hall events, meet-and-greets, a good website and policy delivery," he said. Endit