Political Ad music

In searching for political ads, I found both positive and negative ads for President Barack Obama as well as Governor Mitt Romney. The music in these political ads were very influential to the message it was trying to send. With there being both positive and negative ads, there were also positive and negative music that went with them. All the ads that were shown in support of a particular candidate where represented in positive music while all the ads that were meant to bash the opposing candidate were presented with negative music. Trying to imagine these political ads without their music is hard to do. If we remove the music from the ads, granted we still have the words, the impact of the ad in its entirety is much less significant. The music for campaign ads, like other commercials, is meant to evoke specific feelings towards what is being advertised. Without the music, it is much more difficult to draw out these emotions. This especially applies to situations where a person might be multitasking. While words can drone on in the background without being completely comprehended, music can draw much more attention and the person will still get the major point being conveyed. The pattern I have noticed with this is that around ninety percent of the ads are bashing the other candidates, and occur in the beginning stages of the campaigns. Towards the end of the race, the ads have more positive messages trying to gain the support of the voters.