| Título: | The Perception of Political Advertising During an Election Campaign: A Measure of Cognitive and Emotional Effects |
| Autores: |
Daignault, Pénélope; Université Laval Soroka, Stuart; McGill University Giasson, Thierry; Université Laval |
| Fecha: | 2013-05-16 |
| Publicador: | Canadian Journal of Comumunication |
| Fuente: |
 |
| Tipo: |
info:eu-repo/semantics/article research-article info:eu-repo/semantics/publishedVersion |
| Tema: |
Political communication Televised electoral ads; TV ads; Political adveristements; Effects of TV ads; Cognitive response; Physiological reactions; Political communication; Negative advertising; Experiments |
| Descripción: | Scientific interest in political ads has been growing in recent years and has fuelled an important body of research, focusing mostly on the United States. Yet many issues associated with the impacts and contents of electoral ads remain unexplored, especially within the Canadian context. This article investigates the immediate and simultaneous effects of positive, negative, and mixed-content electoral ads. It presents data drawn from a series of pre-tests of an experimental design carried out with 31 voters during the Canadian federal election of 2011. Participants viewed ads selected for their argumentative content and nonverbal components. The impacts of the ads were tested using an innovative multimethod approach combining physiological and cognitive measures. Among its contributions, this novel method helped generate a more nuanced and precise evaluation of the effects of negative advertising on viewers.Bien que le nombre d’études portant sur la publicité électorale—pour la plupart américaines—se soit considérablement accru ces dernière sannées, plusieurs aspects restent inexplorés, particulièrement eu égard aux campagnes canadiennes. L’objectif de cette étude est d’évaluer l’impact immédiat et simultané de publicités électorales télévisées (négatives, positives et mixtes). Ces publicités ont été analysées en tenant compte du contenu argumentaire, mais aussi des éléments non-verbaux qui leur sont inhérents. Une approche pluri-méthodologique combinant des mesures physiologiques et cognitives dans un contexte expérimental a notamment permis de mettre en exergue l’importance des mesures combinées pour une compréhension plus nuancée des effets de la publicité électorale négative. Les résultats présentés dans cet article sont issus des pré-tests menés auprès de 31 électeurs durant la dernière campagne électorale fédérale canadienne de 2011. |
| Idioma: | Inglés |
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