Abstract
Scholars in a variety of disciplines have studied political advertising for decades. However, the extant research has failed to examine the interaction between candidate sponsor (Republican vs. Democrat), topic (issue vs. image), and tone (positive vs. negative) affecting influence (willingness to vote for a particular candidate). A study was conducted during the 2008 primaries using 144 undergraduate students from a large southern university. Results revealed a three-way interaction of candidate, topic, and tone on advertisement influence.
Journal Title
Iowa Journal of Communication
Volume
44
Issue
2
First Page
180
Last Page
201
Language
en
File Format
application/pdf
Recommended Citation
Harvell, Lindsey A. and Pfau, Michael W.
(2012)
"The Factors That Contribute To the Persuasiveness of Political Advertising Messages,"
Iowa Journal of Communication: Vol. 44:
No.
2, Article 6.
Available at:
https://scholarworks.uni.edu/ijc/vol44/iss2/6
Copyright
©2012 Iowa Communication Association
