Appeals and strategies of negative political advertising

Roddy, Brian L.; Garramone, Gina M.

doi:10.1080/08838158809386713

Cited by 119 publications

(85 citation statements)

References 12 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Pfau and Burgoon (1989) report that negative ads directed against a candidate's image or character result in greater backlash against the sponsor than negative ads directed toward a candidate's issue positions or past political actions. Roddy and Garramone (1988) report a similar finding, namely that issue oriented attack ads are evaluated more favorably than image oriented attack ads.…”

supporting

confidence: 75%

The role of gender in ‘'attack ads: “ Revisiting negative political advertising

Dinzes

Cozzens²,

Manross

1994

Communication Research Reports

View full text Add to dashboard Cite

supporting

confidence: 75%

The role of gender in ‘'attack ads: “ Revisiting negative political advertising

Dinzes

Cozzens²,

Manross

1994

Communication Research Reports

View full text Add to dashboard Cite

“…The findings here are similarly mixed. Some research suggests that citizens support candidates who attack at lower levels (Shapiro and Rieger 1992;Weaver-Lariscy and Tinkham 1996;Matthew and Dietz-Uhler 1998;Lemert et al 1999;Min 2004;Brader 2005) whereas other research implies just the opposite: that citizens are less supportive of candidates who use negative messages (Roddy and Garramone 1988;Ansolabehere and Iyengar 1995;Kaid 1997;Shen and Wu 2002;King and McConnell 2003).…”

Section: Public Opinion and Campaign Negativitymentioning

confidence: 96%

Negative Advertising and the Dynamics of Candidate Support

Banda

Windett

2016

Polit Behav

View full text Add to dashboard Cite

Scholars have spent a great deal of effort examining the effects of negative advertising on citizens' perceptions of candidates. Much of this work has used experimental designs and has produced mixed findings supporting one of two competing theories. First, negative ads may harm candidates who sponsor them because citizens tend to dislike negativity. Second, negativity may drive down citizens' support for the targeted candidate because the attacks give people reasons to reject the target. We argue that the mixed findings produced by prior research may be driven by a disregard for campaign dynamics. We present a critical test of these two theories using data drawn from 80 statewide elections-37 gubernatorial and 43 U.S. Senate contests-from three election years and public opinion polling collected during the last 12 weeks of each campaign. We find that a candidate's support declines as her advertising strategy includes a higher proportion of negative ads relative to her opponent and that this process unfolds slowly over the course of the campaign.

show abstract

“…Researchers using a variety of methodologies have suggested that negative campaign advertising is effective and produces more critical evaluations of the targeted candidate (Fridkin and Kenney 2011; Houston and Doan 2 R. P. Hill et al 1999;Kaid 1997;Kaid and Boydston 1987;King and McConnell 2003;Lee 2014;Pinkleton 1998;Roddy and Garramone 1988;Shen and Wu 2002). Yet other researchers, also using diverse methodologies, found that negative advertisements are in fact ineffective at lowering evaluations of targeted candidates (Basil, Schooler, and Reeves 1991;Chang 2001;Haddock and Zanna 1997;Hill 1989;Martinez and Delegal 1990).…”

Section: Negative Political Advertisingmentioning

confidence: 92%