Campaign Roundup (2)
Those charting the fall campaign media offensives for both Carter and Reagan plan heavy use of a potentially dangerous weapon -- negative advertising. Peter Dailey, an ad man from Los Angeles who heads the Reagan media campaign, says his candidate is allocating $12 million to $15 million -- nearly half of his allotted campaign funds -- to put over the message on TV and radio that Jimmy Carter is a failure as a leader and administrator.
On Carter's side, Democratic leaders are outlining an effort to have John Anderson perceived as a conservative Republican, rather than a progressive so Carter can draw on a larger segment of the liberal vote.
Negative advertising can be a two-edged sword -- arousing sympathy for the candidate it is meant to discredit and making the candidate doing the advertising look mean-spirited and vindictive.