RT Journal Article
SR Electronic
T1 The Power of Citizen-Group Public-Policy Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 405
OP 420
DO 10.2501/JAR-52-4-405-420
VO 52
IS 4
A1 Daniel Bergan
A1 Genevieve Risner
YR 2012
UL http://www.journalofadvertisingresearch.com/content/52/4/405.abstract
AB Issue advertisements are advertisements designed to change public opinion about a social issue rather than advocate or oppose a candidate or ballot question or sell a product or service. What effect do these advertisements have on perceived importance of the advertised issue and attitudes and knowledge about the featured policy? Results from an online experiment studying the effect of online issue advertisements suggest that issue advertisements can increase the salience of and knowledge about an issue. Issue advertisements can also persuade about the merits of a policy but only among individuals without attachments to major political parties.