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Negative Politics
In Utah's hottest political race, the gloves have come off and the battle has become bloody. It's not opposing issues, but opposing attack ads that seem to be fueling the race between Merrill Cook and Lily Eskelsen. Political Specialist Nadine Wimmer tells why this approach can be risky in Utah politics.
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Political commercial: "WHY IS LILY ESKELSEN ATTACKING MERRILL COOK?"
It just hit the airwaves, but is only the latest in a series of jabs.
Political Commercial: "COOK SPENT MILLIONS OF HIS PERSONAL FORTUNE ON THESE CAMPAIGNS."
Political Commercial: "LILY ESKELSEN ON TAXES? YOU'LL PAY MORE, THAT'S THE LILY WAY."
Political Commercial: "MERRILL COOK, HE'LL SAY, DO AND SPEND ANYTHING TO GET ELECTED."
Republican Merrill Cook and Democrat Lily Eskelsen have turned to unflattering words and pictures in their race for Congress. Will it win votes? Average voters are brought together in focus groups like these to watch many political ads before the spots hit television.
Nadine Wimmer, Political Specialist: "ON THE OTHER SIDE OF THE GLASS, OBSERVERS ARE WATCHING MEMBERS OF THE FOCUS GROUP TO SEE HOW THEY REACT TO CERTAIN PRODUCTS OR MESSAGES."
Many on both sides of the glass think these ads go too far.
Pat Jones/V.P. Dan Jones and Assoc.: "I THINK THE MERRILL COOK ADS AND THE LILY ESKELSEN ADS HAVE GONE OVER THE EDGE FOR SOME PEOPLE."
Others in politics argue negative ads *do work unless they cross the line to become too personal.
Remember the newspaper ad that took a shot at then-candidate Bill Orton for being single?
Peter Valcarce/Direct Mail Consultant: "THAT WAS A LOW BLOW, AND THE VOTERS THOUGHT IT WAS A LOW BLOW AND THEY VOTED ACCORDINGLY."
But insiders suggest sensitivities may be lessening, even in Utah, because voters are no longer surprised by anything they hear about politicians. As a result, consultants predict, attack ads may become even more negative. Nadine Wimmer, KSL News, Salt Lake City.
