Advertising Exposure and Message Type: Exploring the Perceived Effects of Soft-Money Television Political Ads

摘要

This experimental study examined the perceived effects of negative political advertising on self versus others and whether such perceptual differences might be moderated by message type (issue versus character) and exposure. After viewing independently sponsored political ads from the 2004 presidential election, participants were found to have significantly different perceptions of the effects of negative political advertising on self versus others. While both exposure levels and participants' candidate preferences had an impact on the observed self/other perceptual differences, ad type did not have significant effects. Furthermore, it was found that an increase in the perceived effects of negative political advertising was a significant predictor of support for campaign finance reform.View full textDownload full textKEYWORDSnegative ads, political advertising, repetition, soft money, third-person effectsRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/15377857.2011.588097