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TechnoDistortions and Effects of the 2000 Political Advertising

University of Florida

This study assesses the effects of the 2000 presidential spots of Gore and Bush. Findings from a national experimental study suggest that Bush benefited more from the ads, even among female voters who have traditionally favored Democrats. The study also examined the effects of technological distortions by testing the famous Bush "RATS" ad. However, the presence of the so-called subliminal technique used by the Bush campaign did not affect voter response to the ad.

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				L. Lee Kaid, M. Postelnicu, K. Landreville, Hyun Jung Yun, and A. G. LeGrange The Effects of Political Advertising on Young Voters American Behavioral Scientist, May 1, 2007; 50(9): 1137 - 1151. [Abstract] [PDF]