search query: @author Sonner, B. S. / total: 3
reference: 2 / 3
| Author: | Sonner, B. S. |
| Title: | The effectiveness of negative political advertising: A case study |
| Journal: | Journal of Advertising Research
1998 : NOV/DEC, VOL. 38:6, p. 37-42 |
| Index terms: | Advertising Effectiveness Politics Elections Case studies |
| Language: | eng |
| Abstract: | The debate over negative political advertising is extensive and much of the existing research presents conflicting views of the effectiveness of these types of ads. This study utilized data from tracking polls to examine the effectiveness of negative political advertisements in a statewide election. In the campaign the negative advertisements generated a backlash against the sponsor when the target of the attack responded quickly and forcefully but were very successful when the target did not directly respond to the charges. Negative political ads change voters' voting intentions but not their opinions of the candidates. |
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