In democratic societies where debates usually take place before elections, political campaigns encourage not only free elections, but also considerable investments through advanced management tools. Election campaigns have demonstrated great importance in terms of politicians' disclosure strategies and voters' resolve. Political campaigns, as a method of communication to the general public, are an important element in the electoral process, especially when it comes to gaining voter support. Research on political campaigns has revealed that during elections some politicians show negligence regarding the needs and wants of some voters. According to A. Holdbrook, “politicians may not pander to the public when it comes to the policies they support, but there is evidence that they at least attempt to pander to the emotions of the electorate during political campaigns” (15). Although political campaigns and elections can have positive effects, as in many democratic societies, where every citizen has the right to vote, they can also lead to negative consequences, especially regarding the squandering of money that could be allocated elsewhere, leadership problems, and fallacious claims plaguing the campaign and electoral process. To begin with, the election in the electoral process and in democratic societies focuses on how every citizen has the right to vote, a potential for constructive change in leadership, for which voters are appealed, in terms of political party affiliations. Jim Grenada and M. Wong report that “campaign advertising defines the new position or distinguishes the politician from the opponent and also has a potential influence on voters” (3). Democratic debates......middle of paper......-405. Web.November 18, 2013.Brady, Henry E. and Johnston, Richard. “Capturing campaign effects.” University of Michigan Press, 2006. Web. November 19, 2013. Franz, Michael M. and Ridout, Travis N. “Do Political Advertising Persuade?” Political Behavior 29.4 (2007): 465-91.ProQuest. Network. November 24, 2013. Holbrook, Ronald Andrew. “Emotion and election advertising: Causes of political anxiety and its effects on candidate evaluation.” Order no. 3180123 Ohio State University, 2005. Ann Arbor: ProQuest. Network. November 18, 2013. Granato, Jim and MCS Wong. "Advertising dynamics of political campaigns". Policy Research Quarterly 57.3 (2004): 349-61. ProQuest. Network. November 17, 2013.Lau, Richard R., Lee Sigelman, and Ivy Brown Rovner. “The Effects of Negative Political Campaigns: A Meta-Analytic Reevaluation.” The Journal of Politics 69.4 (2007): 1176-2 209. Web. November 17. 2013.