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Party Affiliation and Ad Attitude Toward Political Ads

This study examined the political party affiliation of respondents and their ad attitudes toward political ads that were positive in content, negative in content, and ads using both content elements. Simulated ads with attached questionnaires were given to a sample of 390 students at a state university. Statistically significant results at the p<0.05 level indicated that both parties’ members rate their own candidate’s ads more highly, but differences in cognitive and affective evaluations may offer guidelines for ads reaching out to either the sponsor’s own party or to members of the opposing party. Recommendations are made as to how political parties can make use of these different types of ads-even the negative, “attack ads.”