The Forum · 2013 · 149 citations · 5 references
Public AffairsPolitical CommunicationPolitical ScienceAdvertisingMass CommunicationPolitical AdvertisingAdvertising AudiencesAdvertising PersuasionAdvertising PsychologyNegative AdvertisingNegative CampaigningTelevision Political AdvertisingElection AdvertisingNegative Campaign AdvertisingPolitical Ad EffectsPolitical Advertising AnalysisPolitical Advertising CoveragePolitical Advertising NegativitySuper PacsVoter Response To Negative Ads
Abstract Record amounts of money went to purchase television advertising during the 2012 election cycle, resulting in unprecedented volumes of advertising. This increase was due in part to the ease with which outside groups, such as super PACs, were able to raise and spend advertising dollars in the current, post-Citizens United, regulatory regime. Advertising in 2012 was also extremely negative, especially at the presidential level, and frequently evoked the emotion of anger. Yet whether 2012 marks the high point for spending on advertising – and whether the negativity will abate in the next presidential election – remain open questions.
5