Campaign Advertising and American Democracy explores the
relationship between exposure to political advertisements and voter
behaviour. Contrary to widely held beliefs, political ads do not
turn people off to politics. Using evidence from two election
cycles and covering House, Senate and Presidential campaigns, the
authors show that ads disseminate information about the candidates
and generate voter interest. Advertising even prompts voters to
feel confident about the functioning of American democracy. The
authors find little evidence that ads have adverse effects on voter
behaviour; at worst, campaign advertising falls on deaf ears,
rather than diminishes voters' interest in politics.
General
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