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ABSTRACT. This research makes conceptual and methodological contributions to the role of political communication, the challenges women candidates face in combating stereotypes, the impact of advertising exposure on reported vote choice, and the magnitude of the persuasive effects of advertising. The paper generates insights about the potential of perceptions of ad negativity to influence people’s behaviors and attitudes toward the political system, the relationship between ideological conflict and voter turnout, the political context of electoral behavior, and the capacity of political advertising to inform the electorate about the candidates for office. pp. 5–12

Keywords: voting behavior, candidate, advertising, perception, electoral

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