POL_S 317 Lecture Notes - Lecture 17: Fear Mongering, Advertising Mail
Document Summary
An increasing number of negative advertising in presidential campaigns. Negative ads get more free media: memorability. Empirical analysis shows that people tend to remember negative ads better: fear mongering. Arouse emotional reactions increase in attention, interest and knowledge: to set the record straight . Campaigns are not going to talk about something bad about themselves. Direct mail as an alternative to tv ad the record straight. For campaigns, direct mail is nice because it is generally ignored by the news media.
