Longitudinal analysis reveals changes in ad attitudes and guidelines based on political affiliation and ad type.
This study examined the political party affiliation of respondents and their cognitive and affective ad attitudes toward political ads that were positive in content and negative in content. Additionally, data from both the 1992 and the 2000 presidential races were examined for differences and trends toward negative and positive political ads. Trends and differences in the cognitive and affective evaluations were found that may offer guidelines when political ads reach out to members of their own party or to members of the opposing party.
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Douglas Robideaux (2004) studied this question.
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