ABSTRACT. The analysis presented in this paper contributes to research on the effects of advertising on citizens, the impact of the tone of advertising on voter turnout, the nature of political advertising, the importance of advertising for vote choice and candidate evaluation, and the impact of gender stereotypes on the fortunes of women candidates. The mainstay of the paper is formed by an analysis of the relationship between how many ads a candidate runs and that candidate’s vote share, the impact of positive and negative ad exposure on perception of tone, individual and specific factors that might affect people’s perceptions of ad tone, and people’s perceptions of the tone of advertising. pp. 46–52

Keywords: political advertising, perception, vote choice, candidate

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