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

Dinzes, Deborah; Cozzens, Michael D.; Manross, George G.

doi:10.1080/08824099409359942

Cited by 16 publications

(13 citation statements)

References 21 publications

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“…Despite the mixed evidence, some potential mechanisms have been explored. An experiment found that attacks were more successful when they crossed gender lines (Dinzes et al 1994). A survey of candidates also found that females are less approving of employing negative advertisements in campaigns (Herrnson and Lucas 2006).…”

Section: Determinants Of Negativitymentioning

confidence: 99%

What (or Who) Makes Campaigns Negative?

Grossmann¹

2012

ARP

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Previous work on negative political advertising focuses on candidate characteristics and electoral circumstances; it reveals inconsistencies in the effects of party, incumbency, gender, and competitiveness. I argue that one important set of variables has been excluded: the consulting firms who produce candidate advertising may influence negativity. I explain variation in attack ads and negativity across campaigns for the U.S. House of Representatives in 2002 and 2004, finding that particular consulting firms run more negative campaigns, regardless of electoral circumstances. Idiosyncratic preferences of campaign consultants thus influence the character of campaigns.

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Section: Determinants Of Negativitymentioning

confidence: 99%

What (or Who) Makes Campaigns Negative?

Grossmann¹

2012

ARP

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“…1 For example, Dinzes et al (1994) asked 226 communication students to listen to three radio commercials during an experimental simulation. The experimental results suggested that people did not evaluate women candidates more negatively than their male counterparts.…”

Section: Introductionmentioning

confidence: 99%

Bad for Men, Better for Women: The Impact of Stereotypes During Negative Campaigns

2008

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In this paper, we examine whether the impact of negative advertising on citizens' evaluations of candidates depends on the gender of the candidates. Given common gender stereotypes, we expect negative campaigning aimed at women candidates will affect citizens differently than negative campaigning against male candidates. The results of our study, derived from a survey experiment conducted on a nationwide sample of more than 700 citizens, demonstrate that negative commercials are less effective at depressing evaluations of woman candidates, compared to male candidates. The findings are consistent and strong, across a range of forces that people use to assess competing candidates (i.e., affect and trait evaluations, people's beliefs about issues, anticipated vote choice). The tight control of the experimental design, including randomization of respondents into different conditions that vary in only one way, demonstrates that the gender of the candidate influences people's reactions to different types of negative commercials.

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“…Previous research supports the view that the nature of negative advertising may facilitate attention, message elaboration and systematic processing (Homer & Yoon 1992;Lau & Pomper 2002;Clinton & Lapinski 2004). Expectations about the impropriety of such battles also make political ads more interesting (Dinzes et al 1994). Higher levels of attention to the unexpected attack ads may result in more efficient learning of the information presented in the ad, and greater subsequent influence by the information on the perception of the target candidate's flaws.…”

Section: Influences Of Gender Stereotypes On Perceptions Of Candidatementioning

confidence: 71%

“…Expected attacks congruent with gender stereotypes lead to lower attention. Lower attention hinders learning, and the unpleasant emotional dislike for negative ads might backfire on the sponsoring candidate (Dinzes et al 1994). On the contrary, candidates should try to dispel the public image and engage in contrasting gender-stereotypical behaviour in order to be viewed as impressive candidates.…”

Section: Discussionmentioning

confidence: 99%

Gender stereotypes as a double-edged sword in political advertising

Lee

2014

International Journal of Advertising

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

Cited by 16 publications

References 21 publications

What (or Who) Makes Campaigns Negative?

What (or Who) Makes Campaigns Negative?

Bad for Men, Better for Women: The Impact of Stereotypes During Negative Campaigns

Gender stereotypes as a double-edged sword in political advertising

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