1.  Framing Effects of Political Campaign Advertisements By: Elizabeth Keiger & Sam Johnson

2. Introduction  2012 Presidential Election  We were specifically interested in presidential campaign advertisements and how they affect a voter’s decision making process.  Specifically wanted to explore the relationship between partisan affiliated voters choice, non- partisan affiliated voters choice and their exposure to presidential campaign advertisements.

3. Background: Campaign Advertisements  The use of negative campaign advertisements in elections has exploded over the past 20 years.  $1.6 billion was spent in 2004 alone on televised campaign advertisements. (Franz & Ridout)  Each candidates short televised advertisements aim to present their platform while denouncing their opponent.

4. Purpose of the Study  How persuasive is the relationship between partisan affiliation and frequency of viewing presidential campaign advertisements for each candidate  How strong of an emotional response each type of campaign advertisement elicits  Likelihood to vote in the election based upon the frequency of viewing negative campaign advertisements.

5. Thesis  the type of ads viewed and the frequency of viewing those ads affects voter turnout and emotion in partisian afilliated and non partisan affiliated voters

6. Framing  First theorized as a persons ability to “locate, perceive, identify, and label events and occurrences, thus rendering meaning, organizing experiences, and guiding actions.” (Goffman, 1974)  A frame is a specific experience or idea that manipulates images, information and phrases to reinforce an attitude or judgment  Frames fulfill 4 functions.  Most well known research on how frames work conducted by Kahneman and Tversky.  Disease outbreak study

7. Framing Within Political Communication  Political advertisements are framed to follow a certain story line to influence one’s frame of thought  Highlighted with text and images to make the advertisement more persuasive and appealing emotionally  Whether or not a potential voter has background knowledge on the topic, these advertisements are extremely influential in forming their opinions

8. Framing Effects  Once a voter has been exposed to a framed political advertisement, a phenomenon called “framing effects” takes place.  Passive cognitive process  Politicians manipulate certain information to appeal to voters with weaker partisan ties

9. Types of Campaign Advertisements  Positive advertisements  Promote candidates strengths and merits  Made to elicit emotions of hope, pride, reassurance, and empathy. (Chang, 2001)  Negative advertisements  An assault on a candidates image or position  Marked by feelings of anger, fear, guilt, and uncertainty. (Chang 2001)  It is easier for citizens to recall negative information

10. References  Chang, C. (2001) The impacts of emotion elicited by print political advertising on candidate evaluation. Mediapsychology, 3, 91-118.  Franz, M.M., & Ridout, T.N. (2007)Does political advertising persuade? Political Behavior, 29 (4), 465- 491.  Goffman, E. (1974). Frame Analysis: An essay on the organization of experience. Cambridge: Harvard University Press, 1974, page 21.