Negative Political Advertising
Some Empirical Findings
Bibliographic Data
| ID | 23322264 |
|---|---|
| Authors | Sharyne Merritt (corresponding author) |
| Year | 1984 |
| Volume | 13 |
| Issue | 3 |
| Pages | 27-38 |
| Publication date | 1984-10-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0091-3367 • E-ISSN: 1557-7805 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/00913367.1984.10672899 |
| OpenAlex | W2054474790 |
| Language | EN |
| Citations received | 90 |
| References cited | 23 |
A survey was conducted to examine the effects of negative political advertising — advertising which seeks to degrade perceptions of an opponent. Respondents were constituents of a state Assembly district in which candidates employed negative appeals. Results indicate that negative political advertising evokes negative affect toward both the targeted opponent and the sponsor. A relationship between party identification and response to negative advertising suggests that a negative strategy is not likely to be effective for a minority party candidate.
Adversary · Advertising · Affect (linguistics) · Business · Computer security · Identification (biology) · Perception · Political advertising · Political science · Politics · State (computer science) · Communication · Computer Science · Electoral Systems and Political Participation · Law · Media Studies and Communication · Psychology · Social Media and Politics · Social Psychology
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| Unique citing works | 90 |
|---|---|
| Citations per year | 2,31 |
| Citation span | 1987 - 2026 (40) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 80 |