Attribute agenda setting and political advertising: (Dis)association effects, modality of presentation, and consequences for voting
-
Florian Arendt
and
Agnes Obereder
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.
©2016 Walter de Gruyter GmbH, Berlin Boston
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- Frontmatter
- Editorial
- Editorial
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- Multi-media theme repertoires in the everyday identity practices of young adults
- Different actors, different factors? A comparison of the news factor orientation between newspaper journalists and civil-society actors
- Attribute agenda setting and political advertising: (Dis)association effects, modality of presentation, and consequences for voting
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- Moral justifications in the media debate on globalization in Finland, 1995–2014
- Book Reviews
- Book Review
- Book Review
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Articles in the same Issue
- Frontmatter
- Editorial
- Editorial
- Articles
- Multi-media theme repertoires in the everyday identity practices of young adults
- Different actors, different factors? A comparison of the news factor orientation between newspaper journalists and civil-society actors
- Attribute agenda setting and political advertising: (Dis)association effects, modality of presentation, and consequences for voting
- Conflict, coordination, compromise? The potential of game theory to explain the choice of viewing in shared domestic television use
- Moral justifications in the media debate on globalization in Finland, 1995–2014
- Book Reviews
- Book Review
- Book Review
- Book Review
