search query: @journal_id 1668 / total: 273
reference: 229 / 273
| Author: | Dermody, J. Scullion, R. |
| Title: | Perceptions of negative political advertising: meaningful or menasing? An empirical study of the 1997 British General Election Campaign |
| Journal: | International Journal of Advertising
2000 : VOL. 19:2, p.201-223 |
| Index terms: | Politics Advertising United Kingdom Elections |
| Language: | eng |
| Abstract: | The electorate are increasingly volatile in terms of their voting behaviour. Those with little brand loyalty perceive and use political advertising, particularly the genre commonly described as "negative", in very different ways to the "politically active". It argues for a more sophisticated approach to segmentation of political audiences based on prior involvement levels. |
SCIMA