The Sleeper Effect and Negative Political Advertising
نویسندگان
چکیده
منابع مشابه
Negative News and the Sleeper Effect of Distrust
The role of the media in the creation of distrust is much debated in political communication. Will negative news, for example, relentless attacks on political authorities, result in political cynicism or in a stimulation effect? By and large the media may stimulate political participation,but it is less clear when negative news will nullify this effect. Negative news may not only have short-ter...
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Well over $1 billion was spent on televised political advertising in the U.S. in 2004. Given the ubiquity of the 30 second spot, one might presume that ads must affect viewers’ vote choices. Somewhat surprisingly, though, scholars have yet to make much progress in confirming this claim. In this paper, we leverage a comprehensive dataset that tracks political ads in the nation’s top media market...
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ژورنال
عنوان ژورنال: Journal of Advertising
سال: 1999
ISSN: 0091-3367,1557-7805
DOI: 10.1080/00913367.1999.10673593