TY - JOUR
T1 - Advertising exposure and message type
T2 - Exploring the perceived effects of soft-money television political ads
AU - Shen, Fuyuan
AU - Dardis, Frank E.
AU - Edwards, Heidi Hatfield
N1 - Funding Information:
This research was partially supported by a grant from the Jimirro Center for the Study of Media Influences, Pennsylvania State University. Address correspondence to Fuyuan Shen, 22 Carnegie Building, Penn State University, University Park, PA 16802, USA. E-mail: [email protected]
Copyright:
Copyright 2011 Elsevier B.V., All rights reserved.
PY - 2011/7
Y1 - 2011/7
N2 - This experimental study examined the perceived effects of negative political advertising on self versus others and whether such perceptual differences might be moderated by message type (issue versus character) and exposure. After viewing independently sponsored political ads from the 2004 presidential election, participants were found to have significantly different perceptions of the effects of negative political advertising on self versus others. While both exposure levels and participants' candidate preferences had an impact on the observed self/other perceptual differences, ad type did not have significant effects. Furthermore, it was found that an increase in the perceived effects of negative political advertising was a significant predictor of support for campaign finance reform.
AB - This experimental study examined the perceived effects of negative political advertising on self versus others and whether such perceptual differences might be moderated by message type (issue versus character) and exposure. After viewing independently sponsored political ads from the 2004 presidential election, participants were found to have significantly different perceptions of the effects of negative political advertising on self versus others. While both exposure levels and participants' candidate preferences had an impact on the observed self/other perceptual differences, ad type did not have significant effects. Furthermore, it was found that an increase in the perceived effects of negative political advertising was a significant predictor of support for campaign finance reform.
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U2 - 10.1080/15377857.2011.588097
DO - 10.1080/15377857.2011.588097
M3 - Article
AN - SCOPUS:80051803530
SN - 1537-7857
VL - 10
SP - 215
EP - 229
JO - Journal of Political Marketing
JF - Journal of Political Marketing
IS - 3
ER -