Does Attack Advertising Demobilize the Electorate?

Abstract

We address the effects of negative campaign advertising on turnout. Using a unique experimental design in which advertising tone is manipulated within the identical audiovisual context, we find that exposure to negative advertisements dropped intentions to vote by 5%. We then replicate this result through an aggregate-level analysis of turnout and campaign tone in the 1992 Senate elections. Finally, we show that the demobilizing effects of negative campaigns are accompanied by a weakened sense of political efficacy. Voters who watch negative advertisements become more cynical about the responsiveness of public officials and the electoral process.

Cite this

Stephen D. Ansolabehere, Shanto Iyengar, Adam F. Simon, Nicholas A. Valentino (1994). Does Attack Advertising Demobilize the Electorate?. American Political Science Review. https://doi.org/10.2307/2082710

@article{d1994does,
  title  = {Does Attack Advertising Demobilize the Electorate?},
  author = {Ansolabehere, Stephen D. and Iyengar, Shanto and Simon, Adam F. and Valentino, Nicholas A.},
  year   = {1994},
  journal = {American Political Science Review},
  doi    = {10.2307/2082710}
}

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