Recall of Information from Political Advertising

Televised political commercials have frequently been criticized for stressing idealized image characteristics of the candidates rather than issues. Content analyses of political advertising, however, have shown that these commercials generally contain both image and issue material. Given both types...

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Bibliographic Details
Published in:Journal of advertising 1984-10, Vol.13 (3), p.39-44
Main Authors: Faber, Ronald J., Storey, M. Claire
Format: Article
Language:English
Subjects:
Advertising campaigns
Advertising research
Commercials
Graphics
Information processing
Journalism
Political advertising
Political campaigns
Political candidates
Recall
Statistical analysis
Studies
Television advertising
Television commercials
Voting
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Summary:Televised political commercials have frequently been criticized for stressing idealized image characteristics of the candidates rather than issues. Content analyses of political advertising, however, have shown that these commercials generally contain both image and issue material. Given both types of content are present in political ads, this study was designed to determine what people recall from these ads in a natural environment. A telephone study during the last week of a gubernatorial election revealed that the amount of free recall exhibited was greater for information from a preferred candidate's commercials than from his opponent's. However, one-third of the respondents were unable to recall anything from either candidates' political commercials. Recall was more highly related to attitude variables than most demographic variables or total television exposure.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.1984.10672900