Television Advertising in Political Campaigns: A Study of the 1992 California Senate Races

政治竞选中的电视广告：1992 年加州参议院竞选研究

• 批准号: 9122471
• 负责人: Shanto Iyengar
• 金额: $ 9.9万
• 依托单位: University of California-Los Angeles
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 1992
• 资助国家: 美国
• 起止时间: 1992-02-01 至 1995-01-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=9122471&HistoricalAwards=false
• 关键词: Television; Advertising; Political; Campaigns; Study

Despite the huge amounts of resources invested in campaign advertising, little reliable evidence exists concerning the independent effects of advertising on electoral outcomes. This project applies a multi-method strategy to assess the impact of televised campaign advertising on the 1992 California Senate elections. Through the use of realistic "field experiments," the investigators assess the effects of particular campaign ads and particular pairing of ads. In these experiments, a representative cross- section of the Southern California electorate will be shown ads aired by the various senatorial candidates. Following exposure to the ads, experimental participants are asked a variety of questions concerning their political beliefs and preferences. This method permits estimation of the effectiveness of particular ads and particular advertising strategies on the behavior of individual voters. The experimental results are replicated using statewide polling data, an exhaustive analysis of every campaign ad aired by the field of candidates and interviews with campaign managers. Trends in voter preference, for instance, will be tracked across the course of the campaign in relation to the amount of televised advertising used by particular candidates as well as the content of advertising. In addition, following the election, the managers of each campaign will be interviewed so as to ascertain their advertising "game plan." The major areas of investigation concern the effects of broadcast advertising on voter turnout and voter choice. How does political advertising affect individuals' interest and desire to participate in the political process? Of particular importance is the impact of attack advertising on voter participation. Other areas under investigation include the relative effectiveness of "issue" versus "image" ads as a means of stimulating voter interest and formation. The investigators also assess the effects of advertising on candidate choice. Some of the important questions here include the differential importance of advertising in primary and general election campaigns, whether ads work differently among different groups of voters, and the degree to which the persuasive effects of ads are conditioned by patterns of news media coverage. This research will provide rigorous evidence concerning the effects of campaign advertising strategy on electoral outcomes in addition to the long-term impact of advertising on the democratic process.

尽管在竞选中投入了大量的资源 广告，很少有可靠的证据存在关于 广告对选举结果的独立影响。 这 项目采用多方法策略来评估 1992年加州参议院竞选广告 选举 通过使用现实的“实地实验”，调查人员 评估特定活动广告的效果， 广告配对 在这些实验中，一个代表性的交叉- 南加州的一部分选民将看到广告 由不同的参议员候选人播出。 暴露于 在广告中，实验参与者被问到各种问题， 关于他们的政治信仰和偏好。 该方法 允许估计特定广告的有效性， 特定广告策略对个人行为的影响 选民 使用全州范围的民意调查复制实验结果 数据，一个详尽的分析，每一个竞选广告播出的 候选人的实地考察以及与竞选经理的面谈。 趋势 例如，选民的偏好将在整个 与电视播放量有关的竞选过程 特定候选人使用的广告以及内容 广告业。 此外，在选举之后， 每个运动将接受采访，以确定他们的 广告“游戏计划。" 调查的主要领域涉及广播的影响 关于选民投票率和选民选择的广告。 政治如何 广告影响个人参与的兴趣和愿望 在政治进程中？ 特别重要的是， 对选民参与的攻击性广告。 下的其它地区 调查包括“问题”与 “形象”广告作为一种手段，刺激选民的兴趣和形成。 调查人员还评估了广告对 候选人的选择 这里的一些重要问题包括 广告在小学和普通教育中的重要性差异 竞选活动，广告是否在不同的地方有不同的效果， 选民群体，以及说服效果的程度 广告的效果受新闻媒体报道模式的制约。 这项研究将提供有关影响的严格证据 关于选举结果的竞选广告战略 广告对民主进程的长期影响。