The impact of televised political ads: evoking viewer responses in the 1988 presidential campaign

• Lynda Lee Kaid ^[1] ; Chris M. Leland ^[2] ; Susan Whitney ^[3]
  1. [1] University of Oklahoma

     University of Oklahoma

     Estados Unidos

     
  2. [2] Wichita State University

     Wichita State University

     City of Wichita, Estados Unidos

     
  3. [3] Purdue University

     Purdue University

     Township of Wabash, Estados Unidos

     

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• Localización: Southern communication journal, ISSN 1041-794X, Vol. 57, nº 4, 1991, págs. 285-295
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Political advertisements have become a common format through which political candidates communicate with voters. This experimental study compared viewer perceptions of Bush and Dukakis as a function of their 1988 political commercials. The results indicated that Bush's image was positively affected by the commercials, while commercials of Dukakis did not significantly affect his image. For both candidates, image improvement seems directly related to the generation of specific emotions through the campaign ads.