ERIC Number: ED147200
Record Type: RIE
Publication Date: 1976-Sep
Reference Count: 0
Political Advertising Effects on Voters and Children.
Atkin, Charles K.
The document examines the influence of political television commercials on voting behavior. In addition, the paper reports new data concerning the role of voter-oriented ads in socializing children to the political environment. Part I characterizes political ads and presents findings and conclusions of three voter surveys recently published in "Public Opinion Quarterly." The method used in the reported surveys was to conduct interviews with 835 representative voters in Wisconsin, Colorado, and Michigan gubernatorial and congressional campaigns. Findings indicated that significant cognitive changes occurred among voters who watched political TV ads, but that attitude changes were related to preexisting ideological orientations and to the degree of attention paid by the voter to the ads. Relationships between voter attitudes, knowledge, exposure and attention to political ads, and voter turnout are discussed. Part II focuses on the relationship between campaign advertising and political socialization of children. It was hypothesized that children who view political commercials would know more about a candidate and like the candidate better than children who were less exposed to the messages. Findings from a survey of 120 elementary school students indicated moderate to strong relationships between viewing of political ads and knowledge about and positive attitudes toward the advertised candidate. It was concluded that campaign advertising directed at adult voters may play a significant role in socializing children to the political environment. (Author/DB)
Descriptors: Advertising, Attitudes, Behavioral Science Research, Communications, Decision Making, Elementary School Students, Knowledge Level, Literature Reviews, Mass Media, Measurement, Political Attitudes, Political Influences, Political Socialization, Politics, Psychological Studies, Publicize, Relationship, Surveys, Television Commercials, Television Viewing, Values, Voting
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at Annual Meeting of the American Psychological Association (Washington, D.C., September 3-7, 1976)