One’s Loss is Another’s Gain? The Role of Message Framing, Information Type, and Political Ideology in Political Advertising

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Title

One’s Loss is Another’s Gain? The Role of Message Framing, Information Type, and Political Ideology in Political Advertising

Content partner

Victoria University of Wellington

Collection

Open Access Victoria University of Wellington

Description

<b>Many political advertisements emphasise the benefits on offer if you vote, or the possible consequences if you don’t. The abstractness (i.e., presentation in a vague way) and concreteness (i.e., presentation in a specific way) also varies across political advertisements. To date, minimal research has examined the effectiveness of gain versus loss framed messages and abstract versus concrete appeals in political advertising. Moreover, little is known about how these effects differ between l...

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Format

Research paper

Research format

Scholarly text / Thesis

Thesis level

Masters

Date created

2023

Creator

Grimwade, Lachlan

URL

https://figshare.com/articles/thesis/One_s_Loss_is_Another_s_Gain_The_Role_of_Message_Framing_Inf...

Related subjects

Consumer-oriented product or service development / Marketing not elsewhere classified / advertising / marketing / framing / political advertising / goal framing / valence framing / information type / political ideology / ideology / construal level theory / Consumer-Oriented Product or Service Development / Government and politics not elsewhere classified / Electoral systems / Degree Discipline: Marketing / Degree Level: Masters / Degree Name: Master of Commerce / School: School of Marketing and International Business

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