Journal article
Does Political Advertising Persuade?
Political behavior, Vol.29(4), pp.465-491
12/2007
Handle:
https://hdl.handle.net/2376/106301
Abstract
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 markets and a survey of presidential and U.S. Senate voters in 2004. We ask whether exposure to presidential and Senate advertising influences voters’ evaluations of candidates and the choices that they make at the ballot box. In the end, we find considerable evidence that advertising persuades—and that its impact varies depending on the characteristics of the viewer.
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Details
- Title
- Does Political Advertising Persuade?
- Creators
- Michael Franz - Department of Government and Legal Studies Bowdoin College 203 Hubbard Hall Brunswick ME 04011 USATravis Ridout - Political Science Washington State University 816 Johnson Tower, Troy Lane P.O. Box 644880 Pullman WA 99164-4880 USA
- Publication Details
- Political behavior, Vol.29(4), pp.465-491
- Academic Unit
- Politics, Philosophy and Public Affairs, School of
- Publisher
- Springer US; Boston
- Identifiers
- 99900546546601842
- Language
- English
- Resource Type
- Journal article