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The Effects of Negative Comparative Political Advertising on Candidate Evaluations and Advertising Evaluations: An Exploration
Journal of Advertising
Vol. 26, No. 1 (Spring, 1997), pp. 19-29
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4189024
Page Count: 11
You can always find the topics here!Topics: Political advertising, Political candidates, Comparative advertising, Advertising research, Political campaigns, Personnel evaluation, Consumer advertising, Educational evaluation, Advertising campaigns, Advertising
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Currently, political candidates employ a mix of strategies that includes the use of comparative advertising as a means of communicating negative information about an opponent to prospective voters while avoiding the stigma attached to purely negative "attack" advertising. An experiment was conducted to determine the effects of negative comparative political advertising on candidate and advertising evaluations. The results indicate that negative comparative advertising lowers targeted-candidate evaluations without lowering sponsoring-candidate evaluations, despite the low credibility ratings received by such advertising. The results are discussed in relation to other research findings and in terms of both campaign strategy and public policy implications.
Journal of Advertising © 1997 Taylor & Francis, Ltd.