Journal article
Free Advertising: How the Media Amplify Campaign Messages
Political research quarterly, Vol.61(4), pp.598-608
12/2008
Handle:
https://hdl.handle.net/2376/116282
Abstract
The impact of political ads paid for by candidates is amplified because of the free media coverage they receive. Yet how frequently does that occur? And are certain types of ads more likely to be covered? To answer these questions, we performed a content analysis of news coverage in ten U.S. Senate campaigns in 2004. We find that ad amplification is quite common and that negative and comparative ads are much more likely to receive media attention than positive ads. This has implications for how scholars measure ad exposure and for understanding why Americans dislike negative advertising.
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Details
- Title
- Free Advertising
- Creators
- Travis N Ridout - Washington State University, PullmanGlen R Smith - Washington State University, Pullman
- Publication Details
- Political research quarterly, Vol.61(4), pp.598-608
- Academic Unit
- Politics, Philosophy and Public Affairs, School of
- Publisher
- SAGE Publications; Los Angeles, CA
- Identifiers
- 99900548189001842
- Language
- English
- Resource Type
- Journal article