"The best argument against democracy is a five minute conversation with the average voter."If you put a gun to everybody's head as they exited the voting booth, and asked them the question if they could answer, what the candidates viewpoints on three major issues are, if they got it wrong, you would shoot them.... There would be nothing but dead people laying around. Most people have no idea what their candidates are for, or against. They tend to vote on who did the most advertising, or just vote on which party they represent. It reminds me of when Bill Clinton was running for president, and they asked a lady why she voted for him in an exit poll, and she said because he was better looking.
-Winston Churchill
I would genuinely be interested in a study on how much effect ads actually have on presidential elections. I can think of at least a couple of instances where a candidate who was massively outspent still won, presumably on ideological grounds. Ads are also going to do nothing to persuade hardliners to vote the other way. How many persuadable people are there, actually, and what actually works to convince them?