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Abstract
Focusing on contemporary American presidential campaigns, I examine whether through
the content of the advertising campaigns citizens learn to associate the issues a candidate
emphasizes with that candidate, thereby prodding citizens to rely more heavily and more
accurately on those issues when evaluating the candidate. My argument relies on developing
a distinction between recency priming – a transitory effect – and frequency or repetition
priming – a more enduring connection.
This paper examines the evidence for the development of longer-term connections be-
tween candidates and issue priorities in the minds of citizens during the 2000 presidential
campaign in response to candidate advertising. I rely on a national rolling cross-section
survey conducted from November 1999 to November 2000 merged with detailed data on the
candidate advertising aired within a respondent’s media market. The results suggest that
both candidates linked some issues to their evaluations, but did so in dissimilar ways, sug-
gesting further avenues for research regarding how candidates use issues in their campaign
strategies.
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