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- Title
Attack Versus Advocacy: Advertising Tone That Mobilizes.
- Authors
JAEHO CHO
- Abstract
This study examines the role of attack ads in encouraging citizen communication. Using a national survey merged with ad tracking data, this study finds that attack advertising elicited negative emotions about the candidate the voter opposed, which in turn fostered political conversation. However, such indirect effects of campaign advertising were not observed for advocacy advertising. Data also reveal that attack ads outperformed advocacy ads overall when it came to promoting political discussion. Taken together, it is attack advertising, not advocacy advertising, that promotes political discussion, and negative emotions explain, at least in part, how the attack ad effects occur.
- Subjects
POLITICAL advertising; NEGATIVE advertising; ADVERTISING censorship; ADVERTISING media planning; INDUSTRIAL publicity; POLITICAL campaigns; PSYCHOLOGY
- Publication
International Journal of Communication (19328036), 2015, Vol 9, p2563
- ISSN
1932-8036
- Publication type
Article