Chapter 7 Quantitative Assessment of Advertising Effects: Survey Data

Walter C. Soderlund; Kai Hildebrandt; Stuart H. Surlin; André Gosselin

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Chapter 7 Quantitative Assessment of Advertising Effects: Survey Data

Walter C. Soderlund , Kai Hildebrandt , Stuart H. Surlin and André Gosselin

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This chapter is in the book Television Advertising in Canadian Elections

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Soderlund, Walter C., Hildebrandt, Kai, Surlin, Stuart H. and Gosselin, André. "Chapter 7 Quantitative Assessment of Advertising Effects: Survey Data". Television Advertising in Canadian Elections: The Attack Mode, 1993, edited by Walter I. Romanow, Michel de Repentigny, Stanley B. Cunningham, Walter C. Soderlund and Kai Hildebrandt, Waterloo, ON: Wilfrid Laurier University Press, 2006, pp. 117-131. https://doi.org/10.51644/9780889206298-008

Soderlund, W., Hildebrandt, K., Surlin, S. & Gosselin, A. (2006). Chapter 7 Quantitative Assessment of Advertising Effects: Survey Data. In W. Romanow, M. de Repentigny, S. Cunningham, W. Soderlund & K. Hildebrandt (Ed.), Television Advertising in Canadian Elections: The Attack Mode, 1993 (pp. 117-131). Waterloo, ON: Wilfrid Laurier University Press. https://doi.org/10.51644/9780889206298-008

Soderlund, W., Hildebrandt, K., Surlin, S. and Gosselin, A. 2006. Chapter 7 Quantitative Assessment of Advertising Effects: Survey Data. In: Romanow, W., de Repentigny, M., Cunningham, S., Soderlund, W. and Hildebrandt, K. ed. Television Advertising in Canadian Elections: The Attack Mode, 1993. Waterloo, ON: Wilfrid Laurier University Press, pp. 117-131. https://doi.org/10.51644/9780889206298-008

Soderlund, Walter C., Hildebrandt, Kai, Surlin, Stuart H. and Gosselin, André. "Chapter 7 Quantitative Assessment of Advertising Effects: Survey Data" In Television Advertising in Canadian Elections: The Attack Mode, 1993 edited by Walter I. Romanow, Michel de Repentigny, Stanley B. Cunningham, Walter C. Soderlund and Kai Hildebrandt, 117-131. Waterloo, ON: Wilfrid Laurier University Press, 2006. https://doi.org/10.51644/9780889206298-008

Soderlund W, Hildebrandt K, Surlin S, Gosselin A. Chapter 7 Quantitative Assessment of Advertising Effects: Survey Data. In: Romanow W, de Repentigny M, Cunningham S, Soderlund W, Hildebrandt K (ed.) Television Advertising in Canadian Elections: The Attack Mode, 1993. Waterloo, ON: Wilfrid Laurier University Press; 2006. p.117-131. https://doi.org/10.51644/9780889206298-008

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Chapters in this book

Front Matter i
Contents vii
Acknowledgements ix
Introduction 1
The Theory and Use of Political Advertising 11
The 1993 Canadian Federal Election: Background and Party Advertising Strategies 27
Contextual Analysis of Political Advertising: The Attack Mode on English-Language TV 49
Political Ads on Quebec TV during the 1993 Federal Election 75
The Role of Images in Quebec Political Advertising 99
Quantitative Assessment of Advertising Effects: Survey Data 117
Exploring the Impact of Negative Political Ads through the Use of Participatory Action Research 133
Cognitive Responses to Political Advertising on Quebec TV in the 1993 Election 161
The Ethics of Political Advertising 179
Conclusions 193
Political Advertisements in English 211
Political Advertisements in French 217
Notes 221
Glossary 227
Bibliography 229
About the Authors 241
Name Index 245
Subject Index 249

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https://doi.org/10.51644/9780889206298-008

Chapters in this book

Front Matter i
Contents vii
Acknowledgements ix
Introduction 1
The Theory and Use of Political Advertising 11
The 1993 Canadian Federal Election: Background and Party Advertising Strategies 27
Contextual Analysis of Political Advertising: The Attack Mode on English-Language TV 49
Political Ads on Quebec TV during the 1993 Federal Election 75
The Role of Images in Quebec Political Advertising 99
Quantitative Assessment of Advertising Effects: Survey Data 117
Exploring the Impact of Negative Political Ads through the Use of Participatory Action Research 133
Cognitive Responses to Political Advertising on Quebec TV in the 1993 Election 161
The Ethics of Political Advertising 179
Conclusions 193
Political Advertisements in English 211
Political Advertisements in French 217
Notes 221
Glossary 227
Bibliography 229
About the Authors 241
Name Index 245
Subject Index 249

Chapter 7 Quantitative Assessment of Advertising Effects: Survey Data

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