Attack Versus Advocacy: Advertising Tone That Mobilizes
| Dublin Core | PKP Metadata Items | Metadata for this Document | |
| 1. | Title | Title of document | Attack Versus Advocacy: Advertising Tone That Mobilizes |
| 2. | Creator | Author's name, affiliation, country | Jaeho Cho; University of California, Davis; United States |
| 3. | Subject | Discipline(s) | |
| 3. | Subject | Keyword(s) | political advertising, political discussion, political affect, negative advertising, campaign effects |
| 4. | Description | Abstract | This study examines the role of attack ads in encouraging citizen communication. Using a national survey merged with ad tracking data, this study finds that attack advertising elicited negative emotions about the candidate the voter opposed, which in turn fostered political conversation. However, such indirect effects of campaign advertising were not observed for advocacy advertising. Data also reveal that attack ads outperformed advocacy ads overall when it came to promoting political discussion. Taken together, it is attack advertising, not advocacy advertising, that promotes political discussion, and negative emotions explain, at least in part, how the attack ad effects occur. |
| 5. | Publisher | Organizing agency, location | USC Annenberg School for Communication & Journalism |
| 6. | Contributor | Sponsor(s) | |
| 7. | Date | (YYYY-MM-DD) | 2015-07-30 |
| 8. | Type | Status & genre | Peer-reviewed Article |
| 8. | Type | Type | |
| 9. | Format | File format | |
| 10. | Identifier | Uniform Resource Identifier | https://ijoc.org/index.php/ijoc/article/view/2773 |
| 11. | Source | Title; vol., no. (year) | International Journal of Communication; Vol 9 (2015) |
| 12. | Language | English=en | en |
| 13. | Relation | Supp. Files | |
| 14. | Coverage | Geo-spatial location, chronological period, research sample (gender, age, etc.) | |
| 15. | Rights | Copyright and permissions |
Copyright (c) |