Thirty Seconds or Thirty Minutes: What Viewers Learn from Spot Advertisements and Candidate Debates.

Just, Marion; And Others

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Peer reviewed

ERIC Number: EJ414667

Record Type: Journal

Publication Date: 1990

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-0021-9916

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Thirty Seconds or Thirty Minutes: What Viewers Learn from Spot Advertisements and Candidate Debates.

Just, Marion; And Others

Journal of Communication, v40 n3 p120-33 Sum 1990

Studies the value of television commercials and political debates as sources of information about candidates. Reports that respondents who viewed both kinds of messages state that advertisements provide more information on issue positions. Concludes that debates are more effective in improving candidate name recognition and knowledge of party affiliation. (SG)

Descriptors: Debate, Political Attitudes, Political Campaigns, Political Candidates, Political Issues, Public Opinion, Television Commercials, Television Surveys, Television Viewing

Publication Type: Journal Articles; Reports - Research

Education Level: N/A

Audience: N/A

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A

Author Affiliations: N/A