Framing Effects of Political Campaign Advertisements

1. Framing Effects of Political Campaign Advertisements By: Elizabeth Keiger & Sam Johnson

2. Introduction • 2012 Presidential Election • We were specifically interested in presidential campaign advertisements and how they affect a voter’s decision making process. • Specifically wanted to explore the relationship between partisan affiliated voters choice, non-partisan affiliated voters choice and their exposure to presidential campaign advertisements.

3. Background: Campaign Advertisements • The use of negative campaign advertisements in elections has exploded over the past 20 years. • $1.6 billion was spent in 2004 alone on televised campaign advertisements. (Franz & Ridout) • Each candidates short televised advertisements aim to present their platform while denouncing their opponent.

4. Purpose of the Study • How persuasive is the relationship between partisan affiliation and frequency of viewing presidential campaign advertisements for each candidate • How strong of an emotional response each type of campaign advertisement elicits • Likelihood to vote in the election based upon the frequency of viewing negative campaign advertisements.

5. Thesis • the type of ads viewed and the frequency of viewing those ads affects voter turnout and emotion in partisianafilliated and non partisan affiliated voters

6. Framing • First theorized as a persons ability to “locate, perceive, identify, and label events and occurrences, thus rendering meaning, organizing experiences, and guiding actions.” (Goffman, 1974) • A frame is a specific experience or idea that manipulates images, information and phrases to reinforce an attitude or judgment • Frames fulfill 4 functions. • Most well known research on how frames work conducted by Kahneman and Tversky. • Disease outbreak study

7. Framing Within Political Communication • Political advertisements are framed to follow a certain story line to influence one’s frame of thought • Highlighted with text and images to make the advertisement more persuasive and appealing emotionally • Whether or not a potential voter has background knowledge on the topic, these advertisements are extremely influential in forming their opinions

8. Framing Effects • Once a voter has been exposed to a framed political advertisement, a phenomenon called “framing effects” takes place. • Passive cognitive process • Politicians manipulate certain information to appeal to voters with weaker partisan ties

9. Types of Campaign Advertisements • Positive advertisements • Promote candidates strengths and merits • Made to elicit emotions of hope, pride, reassurance, and empathy. (Chang, 2001) • Negative advertisements • An assault on a candidates image or position • Marked by feelings of anger, fear, guilt, and uncertainty. (Chang 2001) • It is easier for citizens to recall negative information

10. References • Chang, C. (2001) The impacts of emotion elicited by print political advertising on candidate evaluation. Mediapsychology, 3, 91-118. • Franz, M.M., & Ridout, T.N. (2007)Does political advertising persuade? Political Behavior, 29(4), 465- 491. • Goffman, E. (1974). Frame Analysis: An essay on the organization of experience. Cambridge: Harvard University Press, 1974, page 21.