Audience frames elicited by televised political advertising

Abstract

<p>This study used audience analysis to examine the audience frames elicited by political advertising. Eighteen participants between the ages of 25-60 were interviewed and asked questions about their individual responses to political advertising. Overall, this study found that five common frames were elicited: political cynicism frame, issue frame, third person frame, gender frame and ad frame. This study also examined audience frames elicited uniquely by positive and negative ads as well as the role that political advertising plays in the meaning-making process for voters. Overall, the study concluded that voters do not get much, if any use out of political advertising anymore and that political advertising must undergo some drastic changes if it wishes to remain a useful form of campaign communication in the future.</p>