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ERIC Number: ED049601
Record Type: RIE
Publication Date: 1971-Apr
Pages: 19
Abstractor: N/A
Reference Count: 0
The Functions of Political Advertising for Campaign Organizations.
Sheinkopf, Kenneth G.; And Others
One previously untested benefit of political advertising before elections may be that it serves "internal" as well as "external" needs, i.e., it boosts the morale of the campaign staff and provides them with information to persuade voters. This proposition was tested during the 1970 Wisconsin gubernatorial campaign by means of a questionnaire mailed to volunteer campaign workers. Workers from both major parties reported that they had paid close attention to advertising for both their own and the opposition candidate. They felt the ads boosted staff morale and made them feel more confident of victory. They discussed among themselves the ads for both candidates and used information from them to sway voters. The need to persuade voters led workers to watch and read the opponents' ads and think of counter-arguments to rebut them. Strong correlation is reported between the workers' opinion of the ads and their belief that the ads boosted confidence and morale and increased the amount of discussion and information gain. Advertisements were not a significant factor in recruiting new volunteers. (JK)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the International Communication Association Annual Conference (Phoenix, Arizona, April 22-24, 1971)