TITLE

SOME EFFECTS AND NONEFFECTS OF CAMPAIGN COMMERCIALS: An Experimental Study

AUTHOR(S)
Meadow, Robert G.; Sigelman, Lee
PUB. DATE
June 1982
SOURCE
Political Behavior;1982, Vol. 4 Issue 2, p163
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This paper addresses the question of how TV commercials can be used to build support for a candidate. Employing experimental methods, the authors tested the independent effects of several advertisement variables. Spot advertisements of an actual congressional candidate were produced by the authors and shown to groups of viewers who had no other information about the candidate. Evaluation of the candidate differed little among experimental groups, and the lack of extreme differences suggests that the extent to which voters can be manipulated by manufactured images is severely limited. The implications of these findings for candidates and campaign professionals are discussed.
ACCESSION #
31543101

 

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