Jump to ContentJump to Main Navigation
Show Summary Details
In This Section

The Forum

A Journal of Applied Research in Contemporary Politics

Ed. by Disalvo, Daniel / Stonecash, Jeffrey

4 Issues per year


IMPACT FACTOR 2015: 0.250
5-year IMPACT FACTOR: 0.318

SCImago Journal Rank (SJR) 2015: 0.255
Source Normalized Impact per Paper (SNIP) 2015: 0.296
Impact per Publication (IPP) 2015: 0.191

Online
ISSN
1540-8884
See all formats and pricing
In This Section
Volume 14, Issue 4 (Dec 2016)

Issues

Political Advertising in 2016: The Presidential Election as Outlier?

Erika Franklin Fowler
  • Corresponding author
  • Associate Professor, Department of Government, Wesleyan University, Middletown, CT, USA
  • Email:
/ Travis N. Ridout
  • Corresponding author
  • Thomas S. Foley Distinguished Professor, School of Politics, Philosophy and Public Affairs, Washington State University, Pullman, WA, USA
  • Email:
/ Michael M. Franz
  • Corresponding author
  • Associate Professor, Department of Government and Legal Studies, Bowdoin College, Brunswick, ME, USA
  • Email:
Published Online: 2017-02-22 | DOI: https://doi.org/10.1515/for-2016-0040

Abstract

The 2016 presidential campaign broke the mold when it comes to patterns of political advertising. Using data from the Wesleyan Media Project, we show the race featured far less advertising than the previous cycle, a huge imbalance in the number of ads across candidates and one candidate who almost ignored discussions of policy. This departure from past patterns, however, was not replicated at the congressional level. We draw some lessons about advertising from the 2016 campaign, suggesting that its seeming lack of effectiveness may owe to the unusual nature of the presidential campaign with one unconventional candidate and the other using an unconventional message strategy, among other non-advertising related factors.

References

  • Bartels, Larry M. 2014. “Remembering to Forget: A Note on the Duration of Campaign Advertising Effects.” Political Communication 31 (4): 532–544.

  • Brooks, Deborah Jordan, and John G. Geer. 2007. “Beyond Negativity: The Effects of Incivility on the Electorate.” American Journal of Political Science 51 (1): 1–16.

  • Fowler, Erika Franklin, Michael Franz, and Travis Ridout. 2016. Political Advertising in the United States. Boulder, Co.: Westview Press.

  • Fridkin, Kim, and John G. Geer. 1994. “Creating Impressions: An Experimental Investigation of Political Advertising on Television.” Political Behavior 16 (1): 93–116.

  • Hill, Seth, James Lo, Lynn Vavreck, and John Zaller. 2013. “How Quickly We Forget: The Duration of Persuasion Effects from Mass Communication.” Political Communication 30 (4): 521–547.

  • Hillygus, D. Sunshine, and Todd G. Shields. 2007. The Persuadable Voter: Wedge Issues in Presidential Campaigns. Princeton: Princeton University Press.

  • Gerber, Alan S., James G. Gimpel, Donald P. Green, and Daron R. Shaw. 2011. “How Large and Long-Lasting Are the Persuasive Effects of Televised Campaign Ads? Results from a Randomized Field Experiment.” American Political Science Review 105 (1): 135–150.

  • Mattes, Kyle, and David P. Redlawsk. 2014. The Positive Case for Negative Campaigning. Chicago: University of Chicago Press.

  • Pinkleton, Bruce. 1997. “The Effects of Negative Comparative Political Advertising on Candidate Evaluations and Advertising Evaluations: An Exploration.” Journal of Advertising 26 (1): 19–29.

  • Ridout, Travis N., and Michael M. Franz. 2007. The Persuasive Power of Campaign Advertising. Philadelphia, PA: Temple University Press.

  • Sides, John, and Lynn Vavreck. 2014. The Gamble. Princeton, NJ: Princeton University Press.

  • Zaller, John. 1992. The Nature and Origins of Mass Opinion. Cambridge: Cambridge University Press.

About the article

Erika Franklin Fowler

Erika Franklin Fowler is Associate Professor Government at Wesleyan University and serves as co-director of the Wesleyan Media Project, which tracks political advertising in the United States.

Travis N. Ridout

Travis N. Ridout is Thomas S. Foley Distinguished Professor of Government and Public Policy in the School of Politics, Philosophy and Public Affairs at Washington State University. He serves as co-director of the Wesleyan Media Project.

Michael M. Franz

Michael M. Franz is Associate Professor of Government and Legal Studies at Bowdoin College. He also serves as co-director of the Wesleyan Media Project.


Published Online: 2017-02-22

Published in Print: 2016-12-01



Citation Information: The Forum, ISSN (Online) 1540-8884, ISSN (Print) 2194-6183, DOI: https://doi.org/10.1515/for-2016-0040. Export Citation

Comments (0)

Please log in or register to comment.
Log in