search query: @journal_id 693 / total: 86
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| Author: | Thorson, E. Christ, W.G. Caywood, C. |
| Title: | Effects of issue-image strategies, attack and support appeals, music, and visual content in political commercials |
| Journal: | J. of Broadcasting and Electronic Media
1991 : FALL, VOL. 35:4, p.465-486 |
| Index terms: | |
| Freeterms: | Viewpoints, Power, Preference |
| Language: | eng |
| Abstract: | The study investigates (a) how long political advertisements were, (b) if ads used issue or image approaches, (c) whether ads supported the candidate and attacked the opponent, (d) how the opponent responded. It was observed that it was difficult to determine the effectiveness of political commercials but individual ads were preferred to global ones. |
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