Do Attitudes Toward Political Advertising Affect Information Processing of Televised Political Commercials?

William G. Christ, Esther Thorson, Clarke Caywood

Research output: Contribution to journalArticle

17 Scopus citations

Abstract

This study tested whether attitudes toward politics and political advertising correlated with specific responses to issue/image, attack/support ads and the candidates who sponsored the ads. Memory, attitudinal, and emotional responses to the ads were measured. Liking for attack advertising, liking political ads for their information content and for their entertainment value, and interest in the political process all correlated primarily with attitudes toward and emotional responses to specific kinds of commercials.

Original languageEnglish (US)
Pages (from-to)251-270
Number of pages20
JournalJournal of Broadcasting & Electronic Media
Volume38
Issue number3
DOIs
StatePublished - Jun 1994

ASJC Scopus subject areas

  • Communication

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