Previous research has shown that emotional response to political advertisements is indicative of candidate preference and voting behavior. Research has also shown that the emotional tone of advertisements is pivotal in the processing of election material and overall vote decision. However, few researchers have examined the fundamental properties of political advertisements and the comparative effects of emotionally negative and positive advertisements. Recruiting from social networking websites and students from Southern Oregon University we are using actual campaign advertisements that are entirely emotionally negative or entirely positive. We are examining the correlations between ideological and partisan identification, perception of emotional tone, perception of honesty and other variables as determined by a series of questionnaires that follow each advertisement. Preliminary results are predicted to indicate significant differences between candidate preference and emotional tone of an advertisement. Additionally, we suspect that there will be correlation between partisan and/or ideological identification and perceived negativity, relevance and honesty within an advertisement. The conclusions of this study will yield importance in the understanding of political advertising, political cognition and the fundamental basis of emotional relevancy that advertising encompasses within political psychology.