The best lies always have a kernel of truth to them.
Obama vs. Romney: 'World War III" for attack ads. But is that bad? - CSMonitor.com
The mark of an effective negative ad is believability, one that plays on a viewer’s bias or suspicions, says Kathleen Hall Jamieson
, director of the Annenberg Public Policy Center
at the University of Pennsylvania
. “The best ads are close to what you think you already know,” she says.