search query: @indexterm mass communication / total: 107
reference: 37 / 107
| Author: | Pinkleton, B. E. |
| Title: | Effects of print comparative political advertising on political decision-making and participation. |
| Journal: | Journal of Communication
1998 : AUT, VOL. 48:4, p. 24-36 |
| Index terms: | Mass communication Advertising Politics Public choice |
| Language: | eng |
| Abstract: | The results of this examination suggest that comparative advertising reduces targeted-candidate voting preferences while avoiding most forms of voter backlash. Comparative advertising significantly increased participants' situational election involvement. |
SCIMA