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Midterm Voters: An Investigation of the Heuristic Systematic Processing Model and Political Advertisements

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Communication and Midterm Elections

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Abstract

Political advertising has a rich history. Some political advertisements have shown to be quite damaging toward candidates. For instance, George W. Bush’s “swift boat” ad during the 2004 campaign proved quite destructive to the Kerry campaign, ultimately damaging Kerry’s credibility as a veteran. However, advertisements are not always damaging. While political ads have shown a strong, rich history, the effects of political advertising have been somewhat mixed and inconclusive.

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Authors
  1. Lindsey A. Harvell
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  2. Gwendelyn S. Nisbett
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Editor information

John Allen Hendricks Dan Schill

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© 2016 Lindsey A. Harvell and Gwendelyn S. Nisbett

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Harvell, L.A., Nisbett, G.S. (2016). Midterm Voters: An Investigation of the Heuristic Systematic Processing Model and Political Advertisements. In: Hendricks, J.A., Schill, D. (eds) Communication and Midterm Elections. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137488015_13

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