Impact of viewer predispositions on political TV commercials
- 1 December 1973
- journal article
- political broadcasting
- Published by Taylor & Francis in Journal of Broadcasting
- Vol. 18 (1) , 3-16
- https://doi.org/10.1080/08838157309363715
Abstract
Election year 1974 is upon us, and with it, no doubt, a reawakening of interest in the persuasive nature of the broadcast political commercials so heavily relied upon now at all levels of elective campaigning. This issue presents four analyses of recent political broadcasting to suggest problems and potentials in this and future election years. In this first article, the focus is on that often‐forgotten factor of viewer predisposition, or what the viewer brings to the television watching experience that may effect his selective exposure and perception of content and commercials alike. Dr. Donohue is assistant professor in the Department of Drama and Communications at Louisiana State University in New Orleans.Keywords
This publication has 3 references indexed in Scilit:
- Perceptions and Misperceptions of Political AdvertisingThe ABCA Journal of Business Communication, 1973
- Platforms & Windows: Broadcasting's Role in Election CampaignsJournalism Quarterly, 1971
- Logic and Illogic in the Advertising ProcessJournalism Quarterly, 1967