swing state political ads, Before the US presidential election, citizens in swing states like Pennsylvania are deluged with political advertisements. Residents like 19-year-old Hayden Cook are continuously exposed to advertisements, both at work and during their commutes, despite their best efforts to avoid them. This offensive is a part of the historic $10 billion that is anticipated to be spent on political advertising in this election cycle, with Pennsylvania alone set to spend close to $1 billion.

Even though the majority of voters have already made up their minds, the sheer number of advertisements shows how crucial it is to secure a high turnout and win over a small percentage of undecided voters. Although polls indicate that just 3% of voters are still in doubt, every vote might be significant given how closely the contest between former president Donald Trump and vice president Kamala Harris appears to be close.

Although Harris has greatly outspent Trump in the campaign, other analysts, such as Erika Fowler of Wesleyan University, warn that although advertising usually has a negligible impact, it can be quite important in close races. Outspent in both 2016 and 2020, Trump might rely more on outside organizations’ support for his turnout tactics and free media attention.

But the advertisements can backfire. According to research by Claremont McKenna College’s Cameron Shelton, political advertisements frequently incite polarization and encourage supporters to vote as much as they do opponents. In Pennsylvania, where fracking is a major issue, Harris has targeted women and younger voters while Trump has disparaged her position on the matter.

There are a lot of advertising, yet many voters are still undecided. Pittsburgh native Tim Anzelone, 36, turned down the commercials at a recent NFL viewing party in order to steer clear of controversy. Like many others, he’s already made up his mind, but he feels that the money spent on the ads was wasted. Experts believe that future elections will feature more targeted advertisements, which could exacerbate divisiveness.

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