Quality Versus Quantity in Televised Political ADS

Abstract

Political candidates have relied increasingly on television advertising over the past decade, with expenditures by major office-seekers reaching $34 million in the 1970 campaigns. 1 While a number of election analysts and advertising practitioners argue that these televised appeals have a major impart on the mass public, many social scientists feel that few voters are actually affected. This study examines how voters use political advertising, focusing on patterns of exposure and attention, information acquisition,

How prices matter in politics: the returns to campaign advertising

“…Advertising has been shown to increase candidate name recognition among voters (Kaid 1982), to affect voters' opinions of a candidate's likeability (West 2005), and to sway late deciders (Bowen 1994). Atkin et al (1973) and Atkin and Heald (1976) document that voters are more informed about candidates after viewing television advertisements. Some work shows that television campaign advertisements are more effective in informing voters than newspaper advertisements (Brians and Wattenberg 1996).…”

Agenda building. Revisión de la literatura sobre el proceso de construcción de la agenda mediática

“…Los primeros intentos por comprender qué efectos, si los hubiere, generaba la propaganda política sobre los votantes, tuvieron lugar a comienzos de la década de 1970 en los Estados Unidos (Atkin, Bowen y Nayman, 1973). Por aquella época, Charlotte se constituyó en la primera oportunidad para analizar la propaganda televisiva desde la agenda setting.…”

Attitudes of the Electorate Toward Political Advertising

“…During the 1952 Eisenhower campaign, advertising strategist Rosser Reeves introduced the concept of "electorate penetration" through television spot advertising techniques (Atkin et al 1973): through television spots, a large proportion of the electorate (including uncommitted and opposition factions) can be efficiently reached at numerous times. Since that time, spending on political advertising has escalated dramatically.…”