Effects of Negative Political Advertising and Message Repetition on Candidate Evaluation

A great deal of televised political advertising is seen every electoral year. Expenditures on this type of political communication have reached the all-time high in the past elections. Clearly, political candidates believe that televised political advertising is an effective way to communicate with...

Full description

Saved in:
Bibliographic Details
Published in:Mass communication & society 2013-03, Vol.16 (2), p.268-291
Main Author: Fernandes, Juliana
Format: Article
Language:English
Subjects:
Advertising
Attitudes
Candidates
Communication
Elections
Electoral College
Negative campaigning
Political Advertising
Political Campaigns
Political Communication
Television advertising
Voter behavior
Voters
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:A great deal of televised political advertising is seen every electoral year. Expenditures on this type of political communication have reached the all-time high in the past elections. Clearly, political candidates believe that televised political advertising is an effective way to communicate with voters. This study investigates the effects of repetition of negative political ads on candidate evaluations. A pilot study shows situations in which repetition can both benefit and harm the evaluation of the sponsor of a negative political ad. The main study explores a factor that makes a negative political ad more effective, increasing positive reactions toward the sponsor and negative reactions toward the target of the ad. Implications of these results for society, attitudes, and learning are discussed.
ISSN:1520-5436
1532-7825
DOI:10.1080/15205436.2012.672615