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The Perception of Political Advertising During an Election Campaign: A Measure of Cognitive and Emotional Effects
Canadian Journal of Communication
Scientific interest in political ads has been growing in recent years and has fuelled an important body of research, focusing mostly on the United States. Yet many issues associated with the impacts and contents of electoral ads remain unexplored, especially within the Canadian context. This article investigates the immediate and simultaneous effects of positive, negative, and mixed-content electoral ads. It presents data drawn from a series of pre-tests of an experimental design carried outdoi:10.22230/cjc.2013v38n2a2566 fatcat:sp6wnktry5b4zhgmsxdjxqk2se