This volume represents one of the first major scholarly effort to unravel the psychological and symbolic processing of political advertising. Utilizing survey, experimental, qualitative, and semiotic methodologies to study this phenomenon, the contributors to Television and Political Advertising trace how political ads help to interpret the psychological reality of the presidential campaign in the minds of millions of voters. A product of the National Political Advertising Research Project, this interdisciplinary effort is valuable to researchers in advertising, communication, and consumer psychology since it helps define future work on the relationship between television, politics, and the mind of the voter.
This volume, Television and Political Advertising: Psychological Processes, is the first of two, and covers such topics as Models and Theories for Viewing Political Television; Psychological Processing of Issues, Images, and Form; Differential Processing of Positive and Negative Advertising; and The Psychological Contexts of Processing.
Table of Contents
Part I:Viewing Political Television: Models and Theories.
J. Boiney, D.L. Paletz, In Search of the Model Model: Political Science Versus Political Advertising Perspectives on Voter Decision Making.
F. Biocca, Viewers' Mental Models of Political Messages: Toward a Theory of the Semantic Processing of Television.
F. Biocca, Models of a Successful and an Unsuccessful Ad: An Exploratory Analysis.
Part II:Psychological Processing of Issues, Images, and Form.
S.F. Geiger, B. Reeves, The Effects of Visual Structure and Content Emphasis on the Evaluation and Memory for Political Candidates.
E. Thorson, W.G. Christ, C. Caywood, Selling Candidates Like Tubes of Toothpaste: Is the Comparison Apt?
H.M. Kepplinger, The Impact of Presentation Techniques: Theoretical Aspects and Empirical Findings.
Part III:Differential Processing of Positive and Negative Advertising.
J.E. Newhagen, B. Reeves, Emotion and Memory Responses for Negative Political Advertising: A Study of Television Commercials Used in the 1988 Presidential Election.
A. Lang, Emotion, Formal Features, and Memory for Televised Political Advertisements.
M. Basil, C. Schooler, B. Reeves, Positive and Negative Political Advertising: Effectiveness of Ads and Perceptions of Candidates.
Part IV:The Psychological Contexts of Processing.
J. Schleuder, M. McCombs, W. Wanta, Inside the Agenda-Setting Process: How Political Advertising and TV News Prime Viewers to Think About Issues and Candidates.
G.M. Garramone, M.E. Steele, B. Pinkleton, The Role of Cognitive Schemata in Determining Candidate Characteristic Effects.
L.F. Alwitt, J. Deighton, J. Grimm, Reactions to Political Advertising Depend on the Nature of the Voter-Candidate Bond.
"...a useful and sometimes illuminating analysis of market research techniques used by the modern Machiavellis who run the campaigns."