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Peer reviewed Peer reviewed
ERIC Number: EJ439848
Record Type: Journal
Publication Date: 1991
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-0883-8151
EISSN: N/A
Effects of Issue-Image Strategies, Attack and Support Appeals, Music, and Visual Content in Political Commercials.
Thorson, Esther; And Others
Journal of Broadcasting and Electronic Media, v35 n4 p465-86 Fall 1991
This study analyzed four characteristics of political commercials to determine their impact on television viewers' reactions: (1) issue versus image strategies; (2) attack versus support appeals; (3) presence and absence of music; and (4) visual content, either with families or in professional campaign settings. Memory measures and attitudes are also examined. (45 references) (LRW)
Descriptors: Attitudes, Audience Response, Content Analysis, Measures (Individuals), Memory, Music, Political Candidates, Television Commercials, Television Research, Television Viewing
Publication Type: Journal Articles; Information Analyses; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A