| Abstract: | In this expository note, we extend the model of Harrington and Hess (1996) by incorporating valence advertising. There is a two‐candidate electoral contest. Candidates inherit a certain position indicating their ideological platform in an unidimensional policy space. They also inherit a certain valence index which is a comprehensive term for personal traits that are desirable to all voters such as integrity. The candidates can subsequently influence these using negative advertising with regard to both ideological and valence factors. We find that when the available resources are sufficiently small and certain reasonable assumptions are fulfilled, the candidate with the higher initial valence index will run a relatively personal campaign while the candidate with the lower initial valence index will run an ideological campaign. |
