Author's Keywords: Advertising, Fairness, Negative, Issues	Convention All Academic Convention makes running your annual conference simple and cost effective. It is your online solution for abstract management, peer review, and scheduling for your annual meeting or convention. Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: American Political Science Association URL: http://www.apsanet.org
Citation: URL: http://www.allacademic.com/meta/p60858_index.html Direct Link: HTML Code:

Brooks, Stephen. and Farmer, Rick. "Searching for the Meaning of Negative: Fairness and Believability in Political Advertising" Paper presented at the annual meeting of the American Political Science Association, Hilton Chicago and the Palmer House Hilton, Chicago, IL, Sep 02, 2004 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p60858_index.html>

Brooks, S. and Farmer, R. , 2004-09-02 "Searching for the Meaning of Negative: Fairness and Believability in Political Advertising" Paper presented at the annual meeting of the American Political Science Association, Hilton Chicago and the Palmer House Hilton, Chicago, IL Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p60858_index.html

Publication Type: Conference Paper/Unpublished Manuscript Review Method: Peer Reviewed Abstract: This analysis supports a small but growing body of literature that questions the usefulness of the concept of “negative” political advertising especially when defined from the voters’ perspective. It also investigates voter perceptions of issue based versus character based advertising. The project uses survey responses of students who watched twelve senate campaign advertisements. We argue that “fairness” is a more accurate description of how voters assess ads and examine what factors are found to be most influential in developing the assessment of a “fair” ad. Most important is believability followed by logical arguments and issue content. Ads that contain elements of drama are seen to be less fair. Positive ads are seen as more fair and more believable than negative ads. In addition, within both positive and negative ads, issue content increased the perception of fairness and believability. These finding demonstrate that voters are intelligent consumers of political messages wanting their political advertising to be fair by making believable and logical arguments focusing upon issues important to voters.

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The multifaceted effects of negative campaigns: Their positive and negative consequences on the perception of politicians.