Race for the White House: No Laughing Matter

[Commentary] The most successful political ads make emotional connections. Too often, campaign ad gurus rely on fear, anxiety and anger to connect with voters. The rule at play here is it's easier to motivate by fear than by love. But using a little humor never hurts. It's a great way to point out an opponent's weaknesses, or better yet, to poke fun at a personal shortcoming. Humor also is an important tool for changing the tone of a race that has become too negative or serious due to inevitable accusations and counterattacks. In other words, throw a change-up instead of only fastballs.
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