Effects of Issue- and Character-Based Narrative Political Ads on Ad Evaluations

IF 1.7 4区心理学 Q2 COMMUNICATION Journal of Media Psychology-Theories Methods and Applications Pub Date : 2023-03-02 DOI:10.1027/1864-1105/a000374

Fuyuan Shen, Guolan Yang, J. Conlin, Pratiti Diddi

引用次数: 0

Abstract

Abstract: The purpose of the present study is to explore how narrative political ads interact with other message strategies in affecting recipients’ ad responses. To accomplish that, we conducted a 2 × 2 × 2 between-subjects experiment whereby participants viewed political ads manipulated by message format (non-narrative vs. narrative), message valence (negative vs. positive), and message focus (issue vs. character). Results suggested that narrative political ads elicited favorable advertising evaluations via increased transportation and reduced counterarguing. Moreover, when political ads attacked the competing candidate’s character, the narrative message led to higher levels of empathy and lower levels of counterarguing than the non-narrative message. Reduced counterarguing was the mechanism through which favorable ad evaluations were generated. These findings have both theoretical and practical implications.

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议题型和人物型叙事政治广告对广告评价的影响

摘要:本研究旨在探讨叙事政治广告如何与其他信息策略相互作用，从而影响受众的广告反应。为了实现这一目标，我们在受试者之间进行了2x2 × 2的实验，参与者观看了由信息格式(非叙事与叙事)、信息效价(消极与积极)和信息焦点(议题与人物)操纵的政治广告。结果表明，叙事性政治广告通过增加运输和减少反驳来获得有利的广告评价。此外，当政治广告攻击竞争对手的性格时，叙事信息比非叙事信息导致更高水平的同理心和更低水平的反驳。减少反驳是产生有利广告评价的机制。这些发现具有理论和实践意义。

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来源期刊

Journal of Media Psychology-Theories Methods and Applications Multiple-

CiteScore

3.20

自引率

11.80%

发文量

期刊介绍： Journal of Media Psychology (JMP) is committed to publishing original, high-quality papers which cover the broad range of media psychological research. This peer-reviewed journal focuses on how human beings select, use, and experience various media as well as how media (use) can affect their cognitions, emotions, and behaviors. Submissions must substantially advance the current state-of the art on a theoretical and/or an empirical level. To name just a few typical fields and domains of inquiry, the Journal of Media Psychology considers manuscripts dealing with research on entertainment, computer-mediated communication (including social media), human-computer interaction, e-learning, computer and video games, virtual environments, or advertising. The journal is also open to research from neighboring disciplines as far as this work ties in with psychological concepts of the uses and effects of the media. Submissions of comparative work, e.g., crossmedia, cross-gender, or cross-cultural, are encouraged. Moreover, submissions including alternative analysis procedures such as the Bayesian approach are welcome. Starting in 2015, the pre-registration of research plans will also be possible. To ensure short turn-around cycles for manuscript review and fast publication, the Journal of Media Psychology relies heavily upon electronic communication and information exchange, starting from electronic submission and continuing throughout the entire review and production process.

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