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ERIC Number: EJ183076
Record Type: Journal
Publication Date: 1978
Pages: N/A
Abstractor: N/A
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Political Television Commercials: An Experimental Study of Type and Length
Kaid, Lynda Lee; Sanders, Keith R.
Communication Research--An International Quarterly, 5, 1, 57-70, Jan 78
Looks at the type of political television commercial (image or issue) and the length (five minutes or sixty seconds) and compares the effects of the type and length on candidate evaluation, recall of commercial content, and the likelihood of voting for the candidate. (MH)
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