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The Power of Citizen-Group Public-Policy Advertising: Messages Don’t Need Third-Party Validation to Increase Salience among Pockets of Voters
Daniel Bergan and Genevieve Risner, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 405-420
Issue advertisements are advertisements designed to change public opinion about a social issue rather than advocate or oppose a candidate or ballot question or sell a product or service.
Issue advertisements are advertisements designed to change public opinion about a social issue rather than advocate or oppose a candidate or ballot question or sell a product or service. What effect do these advertisements have on perceived importance of the advertised issue and attitudes and knowledge about the featured policy? Results from an online experiment studying the effect of online issue advertisements suggest that issue advertisements can increase the salience of and knowledge about an issue. Issue advertisements can also persuade about the merits of a policy but only among individuals without attachments to major political parties.
Regulating Political Symbols: China's Advertising Law and Politicized Advertising
Xin Zhao and Jeff Wang, Journal of Advertising Research, Vol. 51, No. 4, 2011, pp. 624-633
Advertising regulation in China contains political and ideological nuances. Despite evolution of its advertising law and years of practice dealing with various codes, advertisers still find it daunting to decipher the regulations after years of practice.
Advertising regulation in China contains political and ideological nuances. Despite evolution of its advertising law and years of practice dealing with various codes, advertisers still find it daunting to decipher the regulations after years of practice. The ideological components of China’s advertising law require careful analysis of political correctness and cultural appropriateness. In this paper, the authors use semiotic analysis to consider both advertising that has violated ideological rules and advertising that has successfully transmitted desired ideological messages. And the authors have selected four advertising cases that help clarify the perceptions regarding political ideology in China.
Leveraging the power of social media: The impact of shared news content on consumers
Gregg Liebman and Carl Marci, ESOMAR, 3D Digital Dimensions, Miami, October 2011
This presentation details research findings on bringing news videos and articles into social conversation and the effect on engagement when online content is an extension of personal interactions.
This presentation details research findings on bringing news videos and articles into social conversation and the effect on engagement when online content is an extension of personal interactions. In previous research, Innerscope Research found participant conversations creating higher levels of emotional response than the content itself. CNN expected that stories shared through social media would experience a lift similar to that created in recent usability and redesign work. The study results, however, place the impact of social media in a fundamentally different category with extremes of lift in both the influencer and their friend network.
Innovative online research - The US presidential campaign of Barack Obama case study
Ron Riley, ESOMAR, Online Research, Chicago, October 2009
This case study describes an online qualitative research project that used innovative study design, interviewing technologies (multimedia interviewing, mobile research), and voice analysis in an effort to refine public policy for the U.S.
This case study describes an online qualitative research project that used innovative study design, interviewing technologies (multimedia interviewing, mobile research), and voice analysis in an effort to refine public policy for the U.S. presidential campaign of Barack Obama.
The Tri-Mediation Model of persuasion: a case for negative political advertising?
Keith Coulter, International Journal of Advertising, Vol. 27, No. 5, 2008, pp. 853-883
In this paper, the effects of positive versus negative (political) advertising are modelled. The findings show that positive as well as two different types of negative advertising will lead viewers to formulate specific attitudes towards the brand (sponsor).
In this paper, the effects of positive versus negative (political) advertising are modelled. The findings show that positive as well as two different types of negative advertising will lead viewers to formulate specific attitudes towards the brand (sponsor). However, the manner in which these attitudes are formed will be affected by ad type and argument strength. It was found that under strong message argument conditions, negative attack ads may lead to more positive evaluations of the sponsoring candidate, whereas under weak message argument conditions, direct comparison ads may be superior. In developing this model to include the effects of negative appeals, the traditional Dual Mediation Model of persuasion is redefined. The author demonstrates that a peripheral cue (attitude towards the ad) can have an impact on the central route to persuasion by fostering message acceptance not only in regard to the sponsor of the advertisement but also in regard to a competitor. The resultant Tri-Mediation Model of persuasion provides significant insights into the nature of cognitive processing resulting from exposure to negative advertising.
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