Political advertisements have become a common format through which political candidates communicate with voters. This experimental study compared viewer perceptions of Bush and Dukakis as a function of their 1988 political commercials. The results indicated that Bush's image was positively affected by the commercials, while commercials of Dukakis did not significantly affect his image. For both candidates, image improvement seems directly related to the generation of specific emotions through the campaign ads.
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Kaid et al. (1992) studied this question.
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