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5min chapter
Five ads that changed the world
Nudge
How to Avoid Reactants in Political Ads
The ad leveraged our negativity bias and loss aversion. Most negative political ads fail because they're too black and white. Lyndon Johnson's ad circumvented reactants by not mentioning Goldwater directly. It showcased what the world could look like unless you took action. The ad was an unparalleled success, preparing Johnson to this incredible election day result. With 61.1% of the popular vote, Johnson won the largest share of thepopular vote of any candidate since the largely uncontested 1820 election.
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