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| Tekijä: | Tedesco, J. C. |
| Otsikko: | Televised Political Advertising Effects: Evaluating Responses During the 2000 Robb-Allen Senatorial Election |
| Lehti: | Journal of Advertising
2002 : SPRING, VOL. 31:1, p. 37-48 |
| Asiasana: | TELEVISION ADVERTISING POLITICS ANALYTICAL REVIEW RESPONSE RATE |
| Kieli: | eng |
| Tiivistelmä: | The Virginia Senate campaign between incumbent Democratic Senator Chuck Robb and Republican challenger George Alien was widely touted as one of the most crucial elections in the battle for the Senate. This study presents a pretest /posttest causal exploration of advertising effects for a series of ads aired during early October 2000. Political image evaluations, emotion, and cynicism were linked in effects for the 93 research participants. Findings reveal that emotional responses to ads were strong predictors of posttest candidate image evaluations. Furthermore, participant responses indicate that ads eliciting fearful emotions are significant predictors of overall cynicism. |
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