Effects of Political Advertising - JSTOR
The Effects of Political Advertising - Glencoe
In the sections that follow, we will first provide some background on the scope and extent of commercial and political advertising and the regulatory environment in which advertisers operate. Next, we describe recent scholarly research into the content and effects of political advertising. We then describe our experimental methodology for assessing the impact of political advertising on receptiveness to commercial advertising and summarize the findings. Finally, we consider the implications of our evidence for the current debate.
Effects of Political Advertising - ResearchGate
Prior to examining the effects of political advertising on affective reactions to specific product ads, we present the mean net affect score for the product ads (averaged across the American Airlines and Advil ads), the positive political ads, and the negative political ads (see Figure 3). Clearly, the product ads elicited more positive reactions than political ads with the advantage being especially pronounced in the case of negative political ads. The product ads elicited a preponderance of positive reactions (a mean value of .14 on a –1 to +1 scale). At the other extreme, negative political ads elicited generally negative reactions (a mean of -.15). Positive ads were rated in-between, the mean score of -.04 indicating a virtual tie between positive and negative reactions.