Don’t be Mean. Make Me Laugh!

By Heather Murphy, 11.29.2006

I’m not an avid TV watcher. I can’t name all of the desperate housewives or even tell you who McDreamy is. But, when I do watch, I want to be entertained. It’s my chance to turn my brain off for a little while.

Political advertisements nowadays make watching television practically unbearable. Living in Massachusetts has made it difficult to watch television lately. Heated political races have been dominating the news and commercials.

The ads, especially for governor, became vicious as the race progressed. Now that the election is over, I can go back to contemplating the merits of Dunkin’ Donuts coffee or the Toyota sales event in between segments of my favorite TV shows.

Thank God Election Day is over.

It’s nice not having to consider serious decisions every seven to ten minutes during “Lost”. That’s not when I want to ponder if my state’s next governor will set rapists free or if alcohol in grocery stores will kill more motorists.

I understand that political ads use negativity to make people think about the issues. It’s a proven strategy. In fact, a Vanderbilt University study supported the merit of mean ads, finding that the brain retains negative information more easily than it retains positive information.

But this year’s ads seemed meaner than ever. Frequent low blows between candidates made me callous toward the election and its participants. After awhile, I stopped listening to the propaganda.

Until one ad caught my attention.

One of the independents in the Massachusetts governor’s race, Christy Mihos, tried a different advertising tactic. He was funny.

His ad featured cartoon characters of the current state leadership, including the Republican candidate for governor, Kerry Healey. When Mihos’ character questioned Boston’s Big Dig, the most expensive highway project in U.S. history, Healey and company began explaining themselves and the project. One by one, each of the cartoons bent over so that their heads became stuck in their posteriors.

The message was clear: A change in leadership is needed.

People loved it. It was different to the point of being refreshing.

But was it effective? Mihos lost the election, only getting seven percent of the vote.

Admittedly, his loss probably had little to do with the ad. He was never considered a real contender in the race.

But Healey also lost. Many blamed her negative ad campaign, which involves using ads that place people in a vice, for the defeat, according to Boston.com.

Her loss may be a harbinger of change in voters’ expectations. Maybe the generation hooked on the "Daily Show With Jon Stewart" won’t accept malicious ads. Maybe we’re ready for a change. Maybe we’re ready to laugh.

Humor is something for candidates to consider as they start gearing up for the granddaddy of all elections – the 2008 race for the White House. With an outgoing unpopular president, wide open field of candidates, high international stakes and huge popular interest, this election will be a fight for every vote.

It will be interesting to see how the race translates to TV ads.

Since more than $2 billion was spent on ads this year, there will probably be even more ad money during the next round of elections. That’s a lot of political messages.

Hopefully potential candidates will take a lesson from Healey’s loss and be inspired by Mihos and other competitors’ refreshing attempt at humor.

This voter, at least, has had enough of the negative ads. Want my attention? Then make me laugh. After all, I watch TV to be entertained.