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ERIC Number: ED157127
Record Type: RIE
Publication Date: 1975-Jul
Pages: 13
Abstractor: N/A
Reference Count: 0
The Impact of Political Television Commercials.
Kaid, Lynda Lee
For decades research on mass media in political campaigns has yielded little evidence of direct, significant effects. Most survey research on elections found adequate explanations for voting decisions while excluding the impact of mass media. Although the increasing use of expensive television advertising campaigns is evidence of the confidence of candidates and their advisors, researchers have remained unconvinced, although in recent years they have begun to examine political television commercials more closely. The number of surveys has remained small, however, and fraught with methodological difficulties. Recent topics of research include: levels of voter exposure; extent of selective exposure; voter recall of information; selective perception and retention of information;"image" versus "issue" spots; the effect of length; direct impact on voting decisions; and the functions that such spots perform for voters. Recommendations for future research include the following: make further efforts to isolate the impact of particular spots; use more realistic viewing situations; measure the cumulative impact of several different spots over time; study the interaction of spots with other information sources; and study the uses voters make of the information derived from spots. (DF)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Speech Communication Association Summer Conference on Mass Communication in Education and Society (Austin, Texas, July 10-12, 1975)