Political communications researcher Dr Jacob Groshek, together with co-investigators Noortje de Boer and Hannah Sütfeld, analysed 144 online campaign ads produced for more than 11 candidates during the 2012 French and American presidential elections, including the Republican primaries in the US.
The study found slightly more than 60% of American ads possessed a negative tone, compared to just 7% of French ads.
The vast majority of French advertisements (68%) were deemed to be 'neutral' in tone, while just 18% of US ads resided in this category.