alexa Negative political advertising: Some empirical findings
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Sharyne Merritt

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Conducted a telephone survey to examine the effects of negative political advertising—advertising that seeks to degrade perceptions of an opponent. Respondents were 314 constituents of a state assembly district in which candidates employed negative appeals. It was hypothesized that negative advertising would produce negative affect toward both the competitor and the sponsor, party identification would influence responses to media and evaluations of candidates, and exposure to political advertising would affect voter evaluations of candidates and criteria for making those evaluations. Results indicate that negative political advertising evokes negative affect toward both the targeted opponent and the sponsor but encouraged counterarguing and source derogation among party loyalists. It is suggested that a negative strategy is not likely to be effective for a minority party candidate. (36 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)

This article was published in Journal of Advertising and referenced in Journal of Mass Communication & Journalism

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