Voter Responses to Negative Political Ads

Garramone, Gina M.

doi:10.1177/107769908406100202

Cited by 221 publications

(143 citation statements)

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“…For instance, beyond users and nonusers of the comparison product or service, advertisers never discussed the target audiences most likely to respond favorably to comparative campaigns. Some research suggests that younger consumers as well as male consumers have more favorable attitudes toward political attack advertising, 434 yet age and gender were never mentioned. Moreover, some of the most recent research on commercial comparative advertising has confirmed that men and women not only process the ads differently but also respond differently with regard to A ad , A br , and P i .…”

Section: Discussionmentioning

confidence: 99%

A History of Comparative Advertising in the United States

Beard

2013

Journalism & Communication Monographs

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This historical monograph addresses a gap in the extensive scholarly research literature devoted to comparative advertising-especially that which contrasts the advertised product, service, or brand with an identifiable competitor-by exploring advertisers' explanations for its appeal as a tactic throughout the previous century. Prior historical research confirms advertisers have long been aware of and greatly concerned about the unintended consequences of what they often called excessively competitive and combative advertising. Moreover, despite some thirty-five years of systematic scholarly research, two research teams recently concluded that the state of empirical knowledge regarding its effectiveness remains "equivocal." By synthesizing the extensive theoretical and empirical research literature on comparative advertising and interpreting those findings from a historical perspective, this monograph offers uniquely significant insights into modern advertising's history, theory, and practice.

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Section: Discussionmentioning

confidence: 99%

A History of Comparative Advertising in the United States

Beard

2013

Journalism & Communication Monographs

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“…This may not, however, be the only effect that negativity produces. Citizens may also view the candidate who sponsored the attack less favorably due to the ''boomerang effect,'' whereby voters punish candidates who engage in negative campaign tactics (Garramone 1984).…”

Section: Public Opinion and Campaign Negativitymentioning

confidence: 99%

Negative Advertising and the Dynamics of Candidate Support

Banda

Windett

2016

Polit Behav

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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.

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“…By contrast, criticism that is perceived as having some basis in fact is more likely to be accepted as a part of democratic competition [13]. To avoid negative reactions to their ads, candidates can seek to make their negative claims more credible by providing supporting evidence ( [14]: 51).…”

Section: Theoretical Expectationsmentioning

confidence: 97%

Defending Negativity? Evidence from Presidential Campaigns in Taiwan

Sullivan

2009

East Asia

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This article presents an empirical analysis of TV and newspaper advertising across four presidential election campaigns in Taiwan. The findings suggest that although there are high levels of negativity, negative claims are a potential source of substantive information for voters. The findings support theoretical expectations derived from work in the US, and confirm that negative advertising can be a prevalent mode of campaign communication in non-western, newer democracies.

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Voter Responses to Negative Political Ads

Cited by 221 publications

References 0 publications

A History of Comparative Advertising in the United States

A History of Comparative Advertising in the United States

Negative Advertising and the Dynamics of Candidate Support

Defending Negativity? Evidence from Presidential Campaigns in Taiwan

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