
Abstract
We investigated the attribute agenda-setting (AAS) effect of political advertising. Individuals (N = 209) participated in an experiment and were exposed to six political print advertisements, which were manipulated to represent either a text-only, visual-only, or visual-plus-text version. As expected, we found that AAS led to association effects in which advertising content strengthened mental links between the party and advertised issues. However, we also present evidence for disassociation effects in which non-advertised issues were mentally delinked from the party. Importantly, AAS was dependent on the modality of presentation with information presented verbally plus visually (dual-modal presentation) eliciting the strongest effects. Furthermore, the strength of the AAS effect predicted voting intentions for that party, but only in those who rated the advertisements favorably. We discuss the present study’s contribution to the AAS literature with regard to association and disassociation effects, modality of presentation, and AAS’s consequences on voting.
Item Type: | Journal article |
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Keywords: | attribute agenda setting; political advertising; visuals; modality of presentation; voting |
Faculties: | Social Sciences > Communication |
Subjects: | 300 Social sciences > 300 Social sciences, sociology and anthropology 300 Social sciences > 320 Political science |
URN: | urn:nbn:de:bvb:19-epub-59516-4 |
ISSN: | 1613-4087 ; 0341-2059 |
Alliance/National Licence: | This publication is with permission of the rights owner freely accessible due to an Alliance licence and a national licence (funded by the DFG, German Research Foundation) respectively. |
Language: | English |
Item ID: | 59516 |
Date Deposited: | 10. Dec 2018, 16:22 |
Last Modified: | 04. Nov 2020, 13:38 |