The Effects of Negative Political Advertising on Young College-Educated Voters

This study examines the effectiveness of negative and positive political advertisements among voters in college. The study builds on past research exploring negative political advertising and demobilization and mobilization theories. Additionally, potential backlash against sponsoring candidates of negative policy-based attack ads is looked at as is whether those who regularly follow politics are affected differently by ads than those who do not. Fifty-three college students participated in an experiment in which they rated two candidates based on any prior knowledge and political party, assessing favorability and the likelihood of voting for each candidate. Students then watched a ten minute newscast with either a positive or negative ad sponsored by the same candidate embedded during the commercial break. They were asked again to assess their favorability and likelihood of voting for each candidate. No results were found in support of either mobilization or demobilization theories. Results did not show backlash after viewing the negative ad. The positive ad, however, proved more effective in increasing both the sponsoring candidate’s favorability and participants’ reported likelihood of voting for him. Additionally, these findings do not support past research claiming differences in effects between those who regularly follow politics and those who do not

Understanding the YouTube generation : how preschoolers process television and YouTube advertising

Preschool children are generally assumed to lack the skills to critically respond to advertising despite being exposed to a high number of advertising messages while watching videos on YouTube. However, research on how preschool children process YouTube advertising is scarce. This study conducts an experiment to examine how preschool children's (4-5 years old, N = 62) responses to video advertising (20-second toy commercial) vary between YouTube and television viewing. The results suggest that almost half of the children were able to distinguish advertising from regular media content, and almost 70% of the children could correctly identify that the video was advertising. No differences were found between the two media. Children were not skeptical toward the video advertisement. With regard to ad effects, the results show low brand and product recall, whereas aided recall was higher (around 40% of the children could correctly recognize the product and brand shown in the advertisement). These findings suggest that 4-5-year-old children already have a proper understanding of advertising, but lack a critical attitude. Furthermore, children's advertising literacy does not vary between YouTube and television advertising

Young children’s food brand knowledge. Early development and associations with television viewing and parent’s diet

Brand knowledge is a prerequisite of children’s requests and choices for branded foods. We explored the development of young children’s brand knowledge of foods highly advertised on television – both healthy and less healthy. Participants were 172 children aged 3–5 years in diverse socio-economic settings, from two jurisdictions on the island of Ireland with different regulatory environments. Results indicated that food brand knowledge (i) did not differ across jurisdictions; (ii) increased significantly between 3 and 4 years; and (iii) children had significantly greater knowledge of unhealthy food brands, compared with similarly advertised healthy brands. In addition, (iv) children’s healthy food brand knowledge was not related to their television viewing, their mother’s education, or parent or child eating. However, (v) unhealthy brand knowledge was significantly related to all these factors, although only parent eating and children’s age were independent predictors. Findings indicate that effects of food marketing for un- healthy foods take place through routes other than television advertising alone, and are present before pre-schoolers develop the concept of healthy eating. Implications are that marketing restrictions of un- healthy foods should extend beyond television advertising; and that family-focused obesity prevention programmes should begin before children are 3 years of age

A comparison of three interactive television AD formats

This study explores the effects of interacting with three current interactive television (iTV) ad formats, using an Australian audience panel. Interaction with iTV ads has positive effects on awareness and net positive thoughts, which increase purchase intentions compared with the influence of regular ads. The telescopic format represents the best format, likely because it makes the most of the entertaining possibilities of iTV by offering additional long-form video; its superior performance cannot be explained readily by self-selection effects. The results suggest that the effectiveness of iTV ads should be measured by their interaction rate rather than the much smaller response rate, and iTV advertisers should consider ways to maximize interaction and response rates

Conferring resistance to digital disinformation: the innoculating influence of procedural news knowledge

Despite the pervasiveness of digital disinformation in society, little is known about the individual characteristics that make some users more susceptible to erroneous information uptake than others, effectively dividing the media audience into prone and resistant groups. This study identifies and tests procedural news knowledge as a consequential civic resource with the capacity to inoculate audiences from disinformation and close this “resistance gap.” Engaging the persuasion knowledge model, the study utilizes data from two national surveys to demonstrate that possessing working knowledge of how the news media operate aids in the identification and effects of fabricated news and native advertising.Accepted manuscrip

She\u27s Sold: Persuading American Women Through Advertising

This study attempted to analyze the effects of an advertising campaign on American women in to illustrate that these women are vastly unaware of just how influential advertising is on their thoughts and actions. It aimed to make women more aware of the presence of advertising in their lives by giving a brief history of the subject, by outlining some current claims in the field, and by introducing a new concept known as shared gender culture. To follow up on secondary research, this study also conducted an experiment on thirty-four women ages eighteen to fifty-five to discover their reactions to a new, never seen advertising campaign for beef. The study attempted to persuade and analyze the effects of persuasion. The study was conducted by survey and asked women their thoughts on and uses of beef before and after revealing the entire print campaign to them. Results showed that half of the participants were not persuaded by the campaign at all through their first and only viewing of it; 26.5% of the women consider themselves entirely invulnerable to advertising persuasion at all. Many women showed great distrust for claims in advertisements, calling them false. Those who did admit to persuasion did so out of a desire to be sexy, happy, healthy, and nurturing to others

Studying soap operas

This present issue of Communication Research Trends will focus on research about soap operas published in the last 15 years, that is, from the year 2000 to the present. This more recent research shows one key difference: the interest in soap opera has become worldwide. This appears in the programs that people listen to or watch and in communication researchers who themselves come from different countries

When Intrusive Can Be Likable: Product Placement Effects on Multitasking Consumers

Using movie scenes, this study examines how multitasking by viewers influences the product-plot integration effect. Findings indicate that multitasking dampens a well-integrated placement\u27s brand-enhancing effect and mitigates an intrusive placement\u27s brand-damaging effect. Well-integrated placement produces an assimilation effect, leading to convergence of viewers\u27 attitudes toward the placed versus competing brands, while intrusive placement triggers a contrast effect that results in divergence of these attitudes. Among single-tasking viewers, the boomerang effect of an intrusive placement decreases the favorability of the placed brand and increases the favorability of the not-shown competitor. The opposite is true among multitasking viewers, however