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American Behavioral Scientist, Vol. 50, No. 9, 1137-1151 (2007)
DOI: 10.1177/0002764207300039

The Effects of Political Advertising on Young Voters

Lynda Lee Kaid

University of Florida

Monica Postelnicu

University of Florida

Kristen Landreville

University of Florida

Hyun Jung Yun

University of Florida

Abby Gail LeGrange

University of Florida

Political advertising effects on candidate evaluations, issue recall, political cynicism, and gender differences are explored in this pretest—posttest examination of 764 young adult participants. Results show no major gender differences in evaluation of candidates. Participants reported learning more about Bush's image and more about Kerry's issues through the ads. Exposure to ads did not produce increased cynicism among the participants but significantly increased political information efficacy.

Key Words: George W. Bush • John Kerry • political advertising • young voters • candidate image • campaign issues • agenda setting


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