In a discussion on election advertising, an American political operative was asked whether it is preferable to run a ‘negative’ advertisement (criticising an opponent) or a ‘positive’ message (extolling the client candidate). He replied: ‘If it’s negative, it works. If it’s positive, save it for your tombstone.’ In Australia, the major political parties are similarly inclined: according to Sally Young’s research, sixty per cent of television advertisements in federal election campaigns since 1993 have been in the ‘negative’ category. The public’s general dislike of politicians facilitates this approach. For the same reason, the advertising party usually employs an actor to dish out the dirt. Young, a political scientist, has extensively researched political advertising in Australia. The Persuaders: Inside the Hidden Machine of Political Advertising covers the evolution of political advertising in this country and the effectiveness (or otherwise) of various campaigns over the last fifty years. But the focus of the book is on political advertising in Australia today. The author is interested not only in the advertisements themselves but also in the processes by which they are produced.