Political Behavior

, Volume 29, Issue 4, pp 465–491 | Cite as

Does Political Advertising Persuade?

Original Paper

Abstract

Well over $1 billion was spent on televised political advertising in the U.S. in 2004. Given the ubiquity of the 30 second spot, one might presume that ads must affect viewers’ vote choices. Somewhat surprisingly, though, scholars have yet to make much progress in confirming this claim. In this paper, we leverage a comprehensive dataset that tracks political ads in the nation’s top media markets and a survey of presidential and U.S. Senate voters in 2004. We ask whether exposure to presidential and Senate advertising influences voters’ evaluations of candidates and the choices that they make at the ballot box. In the end, we find considerable evidence that advertising persuades—and that its impact varies depending on the characteristics of the viewer.

Keywords

Political advertising Elections Campaign effects Persuasion 

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Copyright information

© Springer Science+Business Media, LLC 2007

Authors and Affiliations

  1. 1.Department of Government and Legal StudiesBowdoin CollegeBrunswickUSA
  2. 2.Political ScienceWashington State UniversityPullmanUSA

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