In the run up to the elections, parties have several ways of communicating with voters. In the current paper, we focus on one piece of the puzzle: advertisements of political parties in the mass media. More specifically, we are interested in the choice of candidates within these ads. In countries where parties are the dominant actor, they are faced with a choice: not all candidates can be promoted in the campaign, as this would be too costly and inefficient. Thus, the first question we want to answer is what factors determine candidate choice in political ads? Secondly, does candidate choice in political ads have an effect on the subsequent coverage in media as well? Agenda setting research has shown that as far as issues are concerned, ads do set the media agenda. We investigate whether this also holds for candidate choice. The results indicate that both internal party hierarchy, as well as external visibility of candidates determines candidate choice in political ads. Furthermore, the agenda setting effect of political ads is confirmed as well.

In this article we address two questions considering the Flemish regional elections of June 2009. First we determine whether this campaign can be called a negative campaign and what amount of negativity it contained. Second, we want to know what the consequences of negativity were on voter preferences. Our research, based on a newspaper analysis, shows that the campaign contained an average amount of negative campaign messages compared to campaigns in other political systems (United States, the Netherlands and Denmark). We calculated effects on voter preferences by means of the PartiRep Belgian Voter Survey of 2009, a survey with a unique three wave panel design. The results demonstrate that negative campaigning seems to have been effective in 2009. Parties with negative campaigns attracted more attention from voters and also seemed to gain during the campaign. Personal attacks on opponents, on the other hand, did not have an effect on the electoral appeal of a party. Incumbent parties even lost votes when they launched personal attacks. The results suggest that, in the Flemish context, an attack on the opponent’s program or governmental record can be effective, but that personal attacks are not rewarded by the voters.