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首页> 外文期刊>Journal of Political Marketing >The Influence of Tone, Target, and Issue Ownership on Political Advertising Effects in Primary Versus General Elections
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The Influence of Tone, Target, and Issue Ownership on Political Advertising Effects in Primary Versus General Elections

机译：初选与大选的语气，目标和发行权对政治广告效果的影响

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摘要

The conventional wisdom in the literature about political advertising effects—e.g., going negative risks backlash, stick to issues your party owns—has been derived from studies of general elections. Much less attention has been paid to primary elections, in which a partisan audience may be receptive to attacks on the opposing party and may judge most issues to be handled better by their own party. This experiment (N = 223) sets out to investigate the roles of tone (positive versus comparative), target (none, primary opponent, or general election opponent), and issue ownership (party-owned issue or unowned issue) in responses to political advertising during primary versus general elections. As predicted, partisans in primary election conditions had lower ad and sponsoring candidate evaluations for comparative ads attacking a primary opponent than for positive ads or comparative ads attacking the eventual general election opponent, but there were no differences between the latter two. Independents in the general election conditions responded more positively to positive ads than comparative ads. Issue ownership had no main effects.View full textDownload full textKEYWORDScognitive response, issue ownership, negative advertising, political advertising, political campaignsRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/15377857.2011.588111
机译：文献中关于政治广告效果的传统观点（例如，消极风险引起强烈反响，坚持政党拥有的问题）是从大选研究中得出的。对初选的关注很少，在这种情况下，有党派的听众可能会接受对对方的攻击，并可能判断大多数问题可以由自己的政党解决。此实验（N = 223）着手调查语气（积极与比较），目标（无，主要反对者或大选反对者）和发行所有权（政党拥有或未拥有发行）的作用初选与大选期间的政治广告。正如预测的那样，初选条件下的党派人士对攻击主要对手的比较广告的广告和赞助候选人的评价要比正面广告或攻击最终大选对手的比较广告的广告和赞助候选人的评价低，但后两者之间没有差异。在比较选举条件下，大选条件下的独立人士对正面广告的反应更为积极。发行所有权没有主要影响。查看全文下载全文关键字认知响应，发行所有权，否定广告，政治广告，政治运动，linkedin，facebook，stumbleupon，digg，google，更多”，发布号：“ ra-4dff56cd6bb1830b”};添加到候选列表链接永久链接http://dx.doi.org/10.1080/15377857.2011.588111

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