Political ads are rife with negative advertising principles. For example, one candidate will focus on the other candidate's flaws and foibles, making sure that the voting public knows how horrible the other candidate is, even if this isn't true. Instead of focusing on his own agenda, in a positive advertisement, he focuses instead on what's bad about his opponent. These ads are very commonplace and generally, by the end of the political season, viewers are all too happy to see these ads retired.