Unformatted text preview: C. General effects of negative adv. 1.increase voter knowledge of issues, decrease favorability of opponent -ppl tend to have a higher recall after viewing negative than positive ads. 2. Backlash effect -ppl don’t like the idea. Ultimately may not be that large of a benefit 3.most effective ads are those from third parties-candidates absolved of their responsibility 4. More effective if attacking issues rather than image 5. Rebuttals can reduce the effect of negative ads 6. Inoculation can help -candidates try to tap into the sub conscience of the voter. 7. Effectiveness of negative ads may depend on content programming 8. Overall evidence on turnout or other democratic stuff is mixed -negative ads may cause cynicism and lower turnout...
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- Spring '08
- I. Effects B., greater issue ownership, matter -some candidates