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Strangeattractor comments on Stupid Questions August 2015 - Less Wrong Discussion
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In some cases, being off-putting is the goal. The more you can make potential voters disgusted with the political process, the more likely they are to stay home and not vote. If you are a party that has a base that votes a lot, and your opponents have a more fickle voter base that are more likely to stay home instead of voting, icky political ads serve your purpose.