Why negative political ads are dominating local congressional races

PORTLAND, Ore. (KOIN) -- From the race for Oregon's 5th congressional district to the contentious race for Washington's 3rd district, negative political ads are all over the place.

As Election Day inches closer, the ads especially appear in hotly contested congressional races with national attention. However, they're also steeped into local and statewide races more so than in the past.

Joe Gantt, a Rhetoric and Media professor at Lewis & Clark College, said that although the studies on this are mixed, negative ads work because they're more memorable.

"There is some evidence that there's a backlash," he noted. "When people see these negative ads over and over again, it makes them more cynical about the process."

Additionally, Gantt emphasized that the negative political climate has contributed to the greater use of negative political ads. The advent of social media has only fueled that fire.

In order to cut through the clutter, political consultants generally advise candidates to go negative, especially as the election draws closer.

Further, with at least three congressional races in Oregon and Washington that could affect the balance of power in Congress, outside money is fueling much of the negativity.

As such, national donors and PACs can roll out negative ads, even without the approval of the candidate or reporting their sources until after the election.