Selective Exposure and Retention of Political Advertising

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Abstract
This article examines the relative roles of “selective exposure” to and “selective retention” of political advertising during the 1972 presidential election. Data was gathered in two regionally diverse metropolitan areas, Philadelphia and Atlanta. Philadelphia indicated greater general exposure to mass media political advertising while Atlantans were more inclined to recall specific advertisements. In general, a medium rated high for advertising exposure mentions will be rated low on selective retention of message, and vice versa. The authors conclude that because of selective exposure and retention, political advertising may only be effective in reinforcing political beliefs rather than in the conversion of voters.

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