Emotional vs. Informational Advertising -- How Should Republican Candidates Advertise Key Social Issues to Mobilize Voter Support?
MetadataShow full item record
The purpose of this research is to explore the effectiveness and influence of using emotional and informational political ads to mobilize voter support for Republican/conservative candidates. The research conducted uses the following variables to test Socioemotional Selectivity Theory: (1) social issues, (2) political parties, (3) generation/age, and (4) informational and emotional advertisements. The testing of Socioemotional Selectivity Theory depends on generation/age and the use of informational and emotional ads. To determine the effect that these variables have when applied to emotional and informational ads, a series of questions were asked using a Likert scale which measures attitudes or opinions. In this study's case, the Likert scale is used to measure opinions on various social issues in the United States. Additionally, a series of comparative questions related to emotional and informational ads were provided for the purpose of measuring the influence they had on voter behavior. Once collected, the responses were segmented by generation. After analyzing the data, it was discovered that Socioemotional Selectivity Theory was not applicable to all social issues. According to the results, the study found that the social issues of gun control, climate change, and healthcare support Socioemotional Selectivity Theory, which claims that the behaviors of older individuals are more influenced by emotional than informational ads. Additionally, the social issues of abortion and immigration do not support Socioemotional Selectivity Theory, indicating a flaw in the theory itself.
Showing items related by title, author, creator and subject.
The Paradox of Negative Political Advertising: The gap between the finding of academic research of a differential partisan effectiveness of negative political advertising and the perceptions of campaign professionals Robey, Travis (2002)Over the past two decades, there has been an increase in research on the effects of negative political advertising. In recent years, for example, academics have focused much of their energy on determining negative advertising's ...
Digital Advertising: Advertising on Secure Platforms is More Effective Than on Social Media Websites Merritt, Brandon (2012)Undertone has a very unique way of reaching the consumers and target markets they wish to pursue. They do it very efficiently and through a variety of popular publishing websites. Their targeting methods are a crucial part ...
The Evolution of National Consumer Television Advertising: A Focus Group Study on the Interpretations of TV Commercials Green, Adam K. (Kalamazoo, Mich. : Kalamazoo College., 1997)The focus of my research ts on television advertising because of America's obsession with it. Michael Crispin Miller wrote that, "TV, which was not only on the air, had become the very air we breath." Miller's assertion ...