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American Behavioral Scientist, Vol. 44, No. 12, 2379-2397 (2001)
DOI: 10.1177/00027640121958384

The Effects of Party- and PAC-Sponsored Issue Advertising and the Potential of Inoculation to Combat its Impact on the Democratic Process

MICHAEL PFAU

University of Wisconsin-Madison

DAVID PARK

University of Wisconsin-Madison

R. LANCE HOLBERT

University of Missouri

JAEHO CHO

University of Wisconsin-Madison

This study examined the effects of issue advertising on candidate preferences and the democratic process, comparing the impact of party-and PAC-sponsored advertising against candidate-sponsored positive and contrast ads. Results revealed that the influence of political advertising varies depending on party affiliation. For Republicans, candidate-sponsored contrast and party-sponsored ads are most influential, but with unaffiliated viewers, candidate-sponsored positive ads are most effective whereas party-sponsored ads are the least persuasive. Effects of political advertising on the democratic system were especially revealing. Results revealed that candidate advertising enhances viewer interest in campaigns and knowledge of candidates and their positions, but that other effects vary based on party affiliation. Finally, the study tested inoculation as an antidote to system-based consequences of issue advertising. Results revealed that inoculation was able to protect viewers against the consequences of party-sponsored ads. However, with PAC-sponsored ads, efficacy was restricted to Republican viewers.


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[Abstract] [PDF]