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3.1c Effects of Informational/Transformational Appeals in Issue/Image Political Advertising: A Multi-Group Structural Equation Modeling Study
Abstract
Political advertisements help candidates develop or discuss campaign issues and construct or reconstruct their images, and they are therefore categorized into issue- or image-oriented. Nevertheless, there are controversies as to whether it is issue or image advertisement that results in better memory and more favorable candidate evaluation. This study was designed to address the controversies through 1) employing an informational/transformational advertising scale to calibrate message learning from issue and image advertisements, 2) selecting measures of memory and candidate evaluation according to message characteristics and viewers’ processing strategies, and 3) conducting multi-group structural equation modeling analyses to examine the impact of message learning on memory and candidate evaluation. The results indicated that issue advertisements were better remembered than image advertisements in terms of long-term verbal memory. More importantly, long-term verbal memory mediated the impact of issue advertisements on candidate evaluation, similar to the central route to persuasion.
First & Corresponding Author
Feng Shen, Saint Joseph's University
Authors in the order to be printed.
Feng Shen, Saint Joseph's University