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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Truth in Advertising? - Lies in Political Advertising and How They Affect the Electorate (Hardcover)
Loot Price: R3,445
Discovery Miles 34 450
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Truth in Advertising? - Lies in Political Advertising and How They Affect the Electorate (Hardcover)
Expected to ship within 10 - 15 working days
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This book represents the first systematic effort to examine (1) the
factual accuracy of the claims made in an entire political
advertising campaign, (2) the visuals and sound cues used in that
advertising and their relationship with the tone and accuracy of
ads, and (3) the impact of the accuracy of claims on what people
know and how they vote in a real campaign. The research is based on
several years of labor-intensive coding of the factual accuracy of
every claim made in the presidential ads in the 2008 election as
well as the ads for the races for the US Congress in Minnesota. We
show how the accuracy of political ad claims, the visuals and sound
of ads, and ad tone (particularly negativity) are related to voting
behavior. We argue that understanding how the accuracy of political
ad claims affects voters is now more important than ever. This
research has steered clear of the normative question of what such
putative gains in knowledge represent, however. Does the content of
negative advertising enhance voter capacities, such as the ability
to locate candidates' issue positions accurately or state reasons
to like or dislike candidates based on accurate information about
the candidates' traits or issue stands? Does the accuracy of the
information in political advertising matter-to voting behavior or
vote choice--whether turnout goes up or down? Would voting more,
while knowing less that is true be sufficient in a democracy? In
studying the effects of advertising tone, such questions about
advertising tone have not been asked. Our book redresses this
lacuna. We show that negative advertising is more likely to make
inaccurate claims. We show that ads making inaccurate claims also
use a larger number of visual and sound distortions, perhaps tying
up more cognitive capacities while pressing their untruthful
arguments. We show links between inaccurate advertising and
aggregate turnout, individual turnout, and individual political
knowledge. The news is not good in an age of post-factual
democracies.
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