An Experimental Study of the Effectiveness of Negative Political Advertisements.

Kaid, Lynda Lee; Boydston, John

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Peer reviewed

ERIC Number: EJ352112

Record Type: Journal

Publication Date: 1987

Pages: N/A

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ISBN: N/A

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EISSN: N/A

An Experimental Study of the Effectiveness of Negative Political Advertisements.

Kaid, Lynda Lee; Boydston, John

Communication Quarterly, v35 n2 p193-201 Spr 1987

Investigates the influence of negative advertising in political campaigns. Concludes that negative advertising reduces the image evaluation of the targeted politician. (SRT)

Descriptors: Advertising, Mass Media Effects, Media Research, Negative Attitudes, Political Campaigns, Political Candidates, Public Opinion

Publication Type: Journal Articles; Reports - Research

Education Level: N/A

Audience: N/A

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A