Home  |  Top News  |  Most Popular  |  Video  |  Multimedia  |  News Feeds  |  Feedback
  Medicine  |  Nature & Earth  |  Biology  |  Technology & Engineering  |  Space & Planetary  |  Psychology  |  Physics & Chemistry  |  Economics  |  Archaeology
Top > Psychology > When Negative Political Ads Work… >
When Negative Political Ads Work

Published: October 24, 2012.
By University of Miami
http://www.miami.edu

Televised political advertising takes up a large portion of campaigns budgets. Much of it is spent on negative political ads. But do these negative ads work? A new study by Juliana Fernandes, assistant professor of strategic communication at the University of Miami (UM), shows that a negative political ad is most effective when it's shown in moderation. The findings reveal that massive exposure to a negative ad has a backlash effect on the evaluation of the sponsor candidate.

"People will be more likely to appreciate and vote for the candidate that is sponsoring the negative advertisement, if the ad is presented in a spaced-out manner, over time," "says Fernandes, a UM School of Communication professor. "A candidate that doesn't have a large budget for political advertising can use the same advertising over and over again; but in a way that is more strategic."

In the study, university students participated in two separate tests. First, 150 participants watched the repetition of a 30-second negative political ad of candidates that were likely unknown to participants (one, three, or five exposures). The ads were presented sequentially, characterizing the presentation as massive. The results show that evaluation and the likelihood of voting for the sponsor candidate was highest when the participants were exposed to the ad three times and lowest when they were exposed to the ad five times.

In the second test, 306 university students watched advertisements of unknown candidates within a 30 minute television program, with varying time intervals between ad repetitions. Afterwards participants filled out questionnaires to evaluate the sponsor and the attacked candidates, as well as the likelihood of voting for them.

The results indicate that larger time intervals between repetitions of the ad favor the evaluation of the sponsor candidate and disfavor the evaluation of the target candidate. This was true even with increased repetition, suggesting that the sponsor candidate can avoid the backlash effect by allowing larger time intervals between ad exposures.

"In my study I show that negative political ads do work under certain conditions," Fernandes says. "I think they can help the political process, because people can look at some facts, process the information more carefully and later on--when people cast their votes--they can make an informed decision."

The study is titled "Effects of Negative Political Advertising and Message Repetition on Candidate Evaluation" The findings will be published in March of 2013, in the journal Mass Communication and Society.

In the future Fernandes would like to investigate valance variation, such as what happens when there are repeated negative and positive political ads and when there are negative ads sponsored by opposing candidates. She would also like to analyze the possible effects of individual variables, such as gender and party affiliation.




Translate this page: Chinese French German Italian Japanese Korean Portuguese Russian Spanish


 
All comments are reviewed before being posted. We cannot accept messages that refer a product, or web site.If you are looking for a response to a question please use our another feedback page.
Related »

Political 
5/19/11 

Not All Viewers of Arab TV Networks Develop Anti-American Feelings
By Ohio State University
Political 
10/16/12 

Presidential Candidate Body Language Plays Little Role in Voter Perception
By International Communication Association
Resumes 
11/20/14 
Revealing Political Partisanship a Bad Idea on Resumes
By Duke University
DURHAM, N.C. -- Displaced political aides looking for a new, nonpartisan job in the wake of the midterm power shuffle may fare better if they tone down any political …
Middle 
9/25/14 

Arabic Tweets Point to US Influence as Fuel for Anti-Americanism
By Princeton University
Identity 
1/30/13 
Conflicting Cultural Identities May Foster Political Radicalism
By Association for Psychological Science
New research suggests that dual-identity immigrants — first-generation immigrants and their descendants who identify with both their cultural minority group and the society they now live in — may …
Preference 
8/30/11 
Location, Location, Location; Study Shows the Middle Is the Place to Be
By Wiley-Blackwell
Choice is a central tenet of a free society. From the brand of cereal we eat for breakfast, to the answers we give on a survey, or the people …
Queen 
3/16/10 
Ireland's Ethnic Minorities Want More Self-expression in St. Patrick's Parades
By Queen's University Belfast
Those members of Ireland's ethnic minorities who participated in last year's St Patrick's Day parade in Dublin want to be able to express their own cultures more fully in …
More » 
 
© Newsline Group  |  About  |  Privacy Policy  |  Feedback  |  Mobile  |  Japanese Edition