Political Advertising in the 2004 Election

Abstract

Although television advertising remained a dominant form of communication in the 2004 presidential election, the Internet reached new levels of campaign importance, providing voters with information from candidates, the media, and independent sources. Internet sites not only provided online viewing of traditional television advertising but also provided voters with the opportunity to seek out additional information about television ads viewed on the Web. Drawing on theory and research related to channel variables, this study compared the reactions of young voters who experienced candidate advertising on television or on the Web. Results indicate that the channel really does make a difference. John Kerry’s ads were more successful in raising his image and learning scores when viewed on the Web with access to additional information sources. However, television viewing reduced feelings of political cynicism and alienation for young voters.