Publications

Publication details [#60749]

Matthes, Jörg and Franziska Marquart. 2015. A New Look at Campaign Advertising and Political Engagement: Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements. Communication Research 42 (1) : 134–155.

Publication type

Article in journal

Publication language

English

Keywords

advertisement | agreeing | opinion | participation framework | political language

Place, Publisher

SAGE Publications

Journal WWW

www.sagepub.co.uk/ejournals/

Annotation

This study asserts that opinion-compatible advertising is a potent political participation mobilizer whereas opinion-incompatible advertising constitutes a feeble cross-pressure. Implications of this outcome for research on political advertising impact are debated.