Perceptions and Misperceptions of Political Advertising
- 1 April 1973
- journal article
- research article
- Published by SAGE Publications in The ABCA Journal of Business Communication
- Vol. 10 (3) , 29-40
- https://doi.org/10.1177/002194367301000305
Abstract
This study documents the tendency of hearers to misperceive the contents of paid political radio advertising, particularly for high-credibility candidates: they read in even more positive information than is in the actual ad.Keywords
This publication has 2 references indexed in Scilit:
- Platforms & Windows: Broadcasting's Role in Election CampaignsJournalism Quarterly, 1971
- Logic and Illogic in the Advertising ProcessJournalism Quarterly, 1967