Ashland Daily News. March 14, 2024.

Editorial: State education funding methods need a hard look

Just when you think you’re getting a break from those negative political ads after this week’s Ohio primary, brace for more. Why do politicians use harsh political ads? They work.

Many Americans say they detest negative ads. They’re designed for several reasons: to discourage you from voting while the candidate is trying to fire up their own base; also a candidate who’s running behind is trying to tear down the other candidate — sort of a Hail Mary pass.

Many are paid for by political action committees (PACs). They operate behind the scenes with dark money. The PAC is not required to disclose donors.

Political campaigns get the lowest unit rate from local television and radio broadcast stations. This means candidates get the most favorable advertising rate during the weeks just prior to the election.

Broadcast stations are required to do this because Congress passed a law requiring them to do so.

With the Ohio primary behind us, we’ll all have to endure the West Virginia primary ads, which are already in overdrive. The West Virginia primary is May 14.

We’ve already seen ads telling us so-and-so wants to have the Chinese take over local classroom curriculum. Another one says the other candidate is for same-sex bathrooms. The beat goes on. Some of these political ads make the frequent lawyer ads look much more bearable.

Ohio has a U.S. Senate race in November as does West Virginia. We expect the West Virginia Senate election to be tame compared to an ultra expensive Ohio race for Senate. But West Virginia’s marquee race is for Governor, which will likely feature Huntington Mayor Steve Williams as the Democrat against the winner of the hotly contested GOP primary.

Then, there’s a presidential election. The November election includes the candidates for Congress and state representative in all three states.

So next time you sit on your couch with remote control in hand, brace for more political ads with politicians shooting guns or hearing that the other candidate favors decriminalizing illegal drugs.

The first thing every Tri-Stater learns upon retirement is the Farmer, Cline and Campbell jingle lawyer ad, which runs during daytime hours. After November, we’ll see more civilized broadcast advertising ... we hope.

END