Effects of Political Advertising

This is the authors' abstract. We don't add key points for this paper.

Relationships between broadcast advertising exposure and various cognitive and affective orientations were assessed in a survey of voters during a congressional election campaign. Exposure was moderately correlated with political knowledge and interest. Highly exposed voters were somewhat more likely to attach higher agenda priorities to issues and candidate attributes emphasized in the commercials. Personal affect toward each candidate was mildly associated with advertising exposure frequency.