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The Forum

A Journal of Applied Research in Contemporary Politics

Ed. by Shafer, Byron / Disalvo, Daniel

4 Issues per year

IMPACT FACTOR increased in 2014: 0.377

SCImago Journal Rank (SJR) 2014: 0.268
Source Normalized Impact per Paper (SNIP) 2014: 0.241
Impact per Publication (IPP) 2014: 0.198


Negative, Angry, and Ubiquitous: Political Advertising in 2012

1 / Travis N. Ridout2

1Assistant Professor, Department of Government, Wesleyan University, 238 Church Street, Middletown, CT 06459, USA

2Associate Professor and Thomas S. Foley Distinguished Professor of Government and Public Policy, School of Politics, Philosophy and Public Affairs, Washington State University, Johnson Tower, Troy Lane, Pullman, 99164-4800 Washington, DC, USA

Corresponding author: Erika Franklin Fowler, Assistant Professor, Department of Government, Wesleyan University, 238 Church Street, Middletown, CT 06459, USA

Citation Information: The Forum. Volume 10, Issue 4, Pages 51–61, ISSN (Online) 1540-8884, ISSN (Print) 2194-6183, DOI: 10.1515/forum-2013-0004, February 2013

Publication History

Published Online:


Record amounts of money went to purchase television advertising during the 2012 election cycle, resulting in unprecedented volumes of advertising. This increase was due in part to the ease with which outside groups, such as super PACs, were able to raise and spend advertising dollars in the current, post-Citizens United, regulatory regime. Advertising in 2012 was also extremely negative, especially at the presidential level, and frequently evoked the emotion of anger. Yet whether 2012 marks the high point for spending on advertising – and whether the negativity will abate in the next presidential election – remain open questions.

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