ERIC Number: EJ638975
Record Type: Journal
Publication Date: 2001
Reference Count: N/A
Looking for Meaning in All the Wrong Places: Why Negative Advertising Is a Suspect Category.
Richardson, Glenn W., Jr.
Journal of Communication, v51 n4 p775-800 Dec 2001
Presents a critical review of academic work on negativity in political advertising that shows that the concept has been defined in ways that are too broad, insufficiently holistic, and too pejorative. Suggests exploratory data indicate that the component parts of negativity are: misleading claims, emotional appeals, one-sided attacks, and a "generally loathsome view of politicians." (SG)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A