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ERIC Number: ED081021
Record Type: Non-Journal
Publication Date: 1973-Aug
Pages: 40
Abstractor: N/A
Reference Count: N/A
The Effects of Mere Exposure to Political Advertisements.
Becker, Lee B.; Doolittle, John C.
Past research into the effects of "exposure" in political advertising indicates that massive "exposure" campaigns alone can show good, and sometimes dramatic, results in elections. This research is partially confirmed by a study of several mass media public relation efforts designed specifically to increase citizen recognition of the name of obscure candidates. Simple "exposure" political messages tested on a group of subjects yielded substantial increases in the recognition of the name used in the test and other positive results. Thus, campaigns in which obscure candidates attempt to win offices via extensive mass media advertisements for "name recognition" can expect a high degree of success. Also, the subjects' encounters with political advertisements stimulate them to seek more information about the candidates, but increasing encounters with the messages result in much less information seeking. Mass media campaigns for "exposure" can be obviated, however, by party loyalty, strongly held prejudices, or poor advertising content. (CH)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A