Impact of Positive versus Negative Political Advertising on Young American Voters
Poster Number
37
College
College of Arts and Sciences
Department
Mass Communication
Faculty Mentor
Dr.Padmini Patwardhan
Abstract
This study examines the influence of political ads on young Americans. With the presidential election at hand, and more political advertising being distributed now than at any other point, it provides the most opportune time to conduct the research. Work done by previous scholars is used as a starting point. Subsequently, using a convenience sample of young Americans, a cross sectional survey is utilized to answer specific research questions developed for the study. These include examining perceptions of positive versus negative ads, demographic differences in attitudes to political advertising, and influence of prior political knowledge on response to advertising messages. Results of the study will illuminate how young American voters perceive the bombardment of political advertising, advertising techniques that are effective in a political arena, and the role demographics and pre-existing political knowledge play in young people’s interpretation of paid political messages. Results will be help political campaigns looking to target young Americans develop better understanding of how they receive advertising messages.
Course Assignment
Mass Communication Theory and Research, MCOM 301, Padmini Patwardhan
Start Date
22-4-2016 2:15 PM
End Date
22-4-2016 4:15 PM
Impact of Positive versus Negative Political Advertising on Young American Voters
Richardson Ballroom
This study examines the influence of political ads on young Americans. With the presidential election at hand, and more political advertising being distributed now than at any other point, it provides the most opportune time to conduct the research. Work done by previous scholars is used as a starting point. Subsequently, using a convenience sample of young Americans, a cross sectional survey is utilized to answer specific research questions developed for the study. These include examining perceptions of positive versus negative ads, demographic differences in attitudes to political advertising, and influence of prior political knowledge on response to advertising messages. Results of the study will illuminate how young American voters perceive the bombardment of political advertising, advertising techniques that are effective in a political arena, and the role demographics and pre-existing political knowledge play in young people’s interpretation of paid political messages. Results will be help political campaigns looking to target young Americans develop better understanding of how they receive advertising messages.
