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Political advertising research: Toward a model of cognitive, affective, and behavioral effects.

机译：政治广告研究：建立认知，情感和行为效果的模型。

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Political advertising research has quickly become one of the major areas of study in political communication. One important factor behind the rise in the study of political advertising is the increasing importance placed on political ads in American presidential campaigns. The impact of candidate spots on voting behavior, candidate evaluations, voter utility, and information processing has dominated effects research. This dissertation answers a call from the Journal of Communication editions which focus on the "Future of the Field." In the Journal, Rosengren (1993) argues that a deficiency in the field of communication is that of the lack of cumulative growth: the failure to build on the known. Chapter 1 of this dissertation identifies the political and mass communication theories relevant to political advertising effects research and questions whether the effects research on political spots echoes the reset in the voting behavior literature. By synthesizing the research in cognitive, affective, and behavioral areas, several important propositional statements emerge. The dissertation builds from the empirical consistencies in effects research and proposes an organizing model of political advertising effects. The model proposed is a multi-process model of effects in which stimulus, subject, and environmental variables mutually influence voting outcome.; The dissertation concludes with an analysis and discussion of the state of political advertising effects research. Limitations of the proposed model and the effects research are identified.
机译：政治广告研究已迅速成为政治传播研究的主要领域之一。政治广告研究兴起的一个重要因素是，在美国总统竞选活动中，政治广告越来越受到重视。候选地点对投票行为，候选人评估，选民效用和信息处理的影响主导了效果研究。这篇论文回答了通讯期刊上一个以“领域的未来”为主题的电话。罗森格伦（Rosengren，1993）在《日刊》中指出，传播领域的缺陷在于缺乏累积性增长：无法建立在已知的基础上。本文的第一章确定了与政治广告效果研究相关的政治和大众传播理论，并质疑政治点的效果研究是否与投票行为文献中的设置相呼应。通过对认知，情感和行为领域的研究进行综合，出现了一些重要的命题陈述。本文从效果研究的经验一致性出发，提出了政治广告效果的组织模型。提出的模型是一种多过程效应模型，其中刺激，主体和环境变量相互影响投票结果。论文最后对政治广告效果研究的现状进行了分析和讨论。确定了所提出模型的局限性和影响研究。

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