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I guess negative ads work best when there are only two choices. With the election process rigged so that only one of two parties can realistically get elected then making the other guy look bad will probably get as many or more votes as making yourself look good.
It's probably much the same in the marketplace with consumer goods. If Ford and Honda were the only choices then we would probably see more ads with Honda emphasizing the negative aspects of Ford. With more choices available they do better by emphasizing their own positives to try and distance themselves from the field instead of attacking the other choices by name one at a time.
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