CBS Evening News for Monday, Nov 03, 1986
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(Studio: Dan Rather) Report introduced.
(NYC: Bob Faw) Role of negative advertising and mudslinging in this yr.'s campaigns. discussed; television commercials shown as exs. [Advertising Association exec. spokesperson John O'TOOLE - notes political arena alone affords safe forum for slander.] [Consultant Bob SQUIER - defs. technique.] [Consultant Robert GOODMAN - notes cand.'s silence is perceived as guilt.] Missouri candidate Harriett Woods' "weeping farmer" ad against candidate Kit Bond cited as example; commercial shown. Success of negative ads said indicated by recent CBS News-"New York Times" poll. [GOODMAN - comments.]
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