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Does Attack Advertising Demobilize the Electorate?

Author

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  • Ansolabehere, Stephen
  • Iyengar, Shanto
  • Simon, Adam
  • Valentino, Nicholas

Abstract

We address the effects of negative campaign advertising on turnout. Using a unique experimental design in which advertising tone is manipulated within the identical audiovisual context, we find that exposure to negative advertisements dropped intentions to vote by 5%. We then replicate this result through an aggregate-level analysis of turnout and campaign tone in the 1992 Senate elections. Finally, we show that the demobilizing effects of negative campaigns are accompanied by a weakened sense of political efficacy. Voters who watch negative advertisements become more cynical about the responsiveness of public officials and the electoral process.

Suggested Citation

  • Ansolabehere, Stephen & Iyengar, Shanto & Simon, Adam & Valentino, Nicholas, 1994. "Does Attack Advertising Demobilize the Electorate?," American Political Science Review, Cambridge University Press, vol. 88(4), pages 829-838, December.
    • Handle: RePEc:cup:apsrev:v:88:y:1994:i:04:p:829-838_09
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