Everyone knows “sex sells.” But as time goes on, it seems as though the theme of negativity sells is more appropriate in the world of advertising. My term paper is going to go into the world of advertising and talk about how it seems to be the new fade to promote products using negativity to sell. It is extremely evident in this years election season, where each of the Presidential candidates have only used negativity in their campaigns to try to one-up their opponent. Depicting sexual abuse scenarios in clothing ads is also becoming a new way to promote products. I will touch on each of these instances as well as a few others to get down to the bottom of this new epidemic and find out why it has become so effective.