Remembering Nancy

By Megan Patiry on August 20, 2012

Chances are, we’ve all encountered Nancy; her role in society is increasing, especially within our presidential campaign. You may know her by her negativity, which has endowed her with the popular nickname “Negative Nancy.”

Typically avoided, Nancy is making a comeback this year in the current campaign. This hasn’t gone unnoticed and has become a source of complaint among many Americans. In an article published by USA Today asking readers on Twitter whether attack ads are effective, @aprilvoris tweets: “Negative ads are a deterrent from the real issues. Politicians need to talk about what they are doing, not what others are not”. This response was common among the tweets that followed and prompts us to ask why campaign managers, after hearing Americans’ thoughts on negative ads, continue to utilize them.

Uploaded to Flickr by Mike Licht, NotionsCapital.com

As Ruthann Lariscy, writer for CNN, states: “The answer is simple: They work. And they work very well. Gingrich’s drop in polls in Iowa last month was no accident — it was choreographed by negative advertising”. What does this mean for average college students trying to break into a profession, get an internship, or just getting through that major speech next week? It means being careful and specific in utilizing negativity in every aspect of our educational and professional lives. This is because, although the reaction to negative ads is well, negative, they are capable of hitching themselves into viewers’ minds, affecting their decisions in choosing candidates and possibly you as an intern or hire.

As a student, I have given a speech once or twice in my college career that has included a dash of negative sarcasm; it gives the audience something to laugh about and relate to. However, too much dash and the speech becomes overly salty with an after taste no one will forget. Students should keep this is mind when giving speeches and crafting resumes: avoiding too many “negative” or “sharp” words unless the negativity is being used to imprint an idea into the audiences’ mind. For example, during an interview one should strive to use plenty of phrases with positive connotations because they paint the interviewee in a positive light. According to Paul Powers, author of Winning Job Interviews, any words or sentences involving the use of “no” should be avoided, along with dramatic words that draw a negative reaction, such as “crisis.” While during a speech, especially one of a persuasive nature, a student should try to use the negativity bias to their advantage; causing the opposing side of their argument to “stick” in listeners’ minds.

“First, one of the most important contributors to their success [negative ads] may be the negativity bias. Negative information is more memorable than positive — just think how clearly you remember an insult.” – Ruthann Lariscy in Why Negative Political Ads Work.

The goal of negative advertising is to make a lasting impression. Although we claim as a nation to dislike the use of Nancy, her days are far from numbered because she still continues to show a positive effect for campaigners. As college students, we can use this marketing strategy to our advantage and take Nancy with a grain of salt or add her for flavoring, depending upon the dish being served. 

Follow Uloop

Apply to Write for Uloop News

Join the Uloop News Team

Discuss This Article

Back to Top

Log In

Contact Us

Upload An Image

Please select an image to upload
Note: must be in .png, .gif or .jpg format
OR
Provide URL where image can be downloaded
Note: must be in .png, .gif or .jpg format

By clicking this button,
you agree to the terms of use

By clicking "Create Alert" I agree to the Uloop Terms of Use.

Image not available.

Add a Photo

Please select a photo to upload
Note: must be in .png, .gif or .jpg format