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Targeting the over Sixty-Five Vote in Political Campaigns

Nancy Stephens and Bruce D. Merrill
Journal of Advertising
Vol. 13, No. 3, Political Advertising Issue (1984), pp. 17-20+49
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4188510
Page Count: 5
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Abstract

Older voters are demonstrated to be more Republican and more interested in politics than younger voters. In Arizona, they are also more likely to contribute to political campaigns, particularly when candidate-oriented direct mail appeals are used. Campaign strategies that assume people over 65 are dramatically different in the way they react to persuasive messages may dilute their effectiveness. Age is seen to be an important factor in processing campaign communications when the candidates or issues are clearly perceived as having relevance for older people.

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