The ethics of political marketing practices,the rhetorical perspective

Negative attack ads used in political compaigns have been attacked as being unethical because they contribute to voter cynicism and apathy and as being manipulative. From a rhetorical perspective these advertisements serve a positive societal function by creating alternative rhetorical visions that can contribute to the marketplace of ideas.Dr. Banker is an Assistant Professor in the Communication Department at Stonehill College in North Easton, Massachusetts. He has published articles in such journals asWorld Communication and theJournal of Educational Psychology. His primary research interest is in Political Communication.