Journal Article

Negative Campaign Advertising: Demobilizer or Mobilizer?

Brians, Craig Leonard, Wattenberg, Martin P.

1999

Overview

As political campaigns become increasingly adversarial, scholars are giving some much-needed attention to the effect of negative advertising on turnout. In a widely recognized Review article and subsequent book, Ansolabehere and his colleagues (1994, 1995) contend that attack advertising drives potential voters away from the polls. We dispute the generalizability of this claim outside the experimental setting. Using NES survey data as well as aggregate sources, we subject their research to rigorous real-world testing. The survey data directly contradict their findings, yielding no evidence of a turnout disadvantage for those who recollected negative presidential campaign advertising. In attempting to replicate Ansolabehere et al.'s earlier aggregate results we uncover quite substantial discrepancies and inconsistencies in their data set. We conclude that their aggregate study is deeply flawed and that Ansolabehere et al. exaggerated the demobilization dangers posed by attack advertising, at least in voters' own context.

• Publisher: Cambridge University Press,American Political Science Association
• Subject: Absentee voting / Advertisements / ADVERTISING / Advertising campaigns / Candidates / Coding / Elections / Electoral behaviour / Electoral campaigning / Forum / MOBILIZATION / Negative campaigning / Political advertising / POLITICAL CAMPAIGNS / Political candidates / Political information / Political partisanship / Political science / Polls & surveys / Presidential elections / Survey data / Television advertising / Television Commercials / U.S.A / Upper houses / Voter behavior / Voter turnout / Voting / Voting turnout