Political Advertising and Public Mood: A Study of Children's Political Orientations

@inproceedings{Rahn1999PoliticalAA,
  title={Political Advertising and Public Mood: A Study of Children's Political Orientations},
  author={Wendy M. Rahn and Rebecca M Hirshorn},
  year={1999}
}
Political advertising can cause changes in children's political attitudes and affect their involvement in politics by momentarily altering their levels of "public mood." We define this concept and present results from a study in which we use the tone of political advertising to induce change in the public moods of young children. Results support the hypothesis that advertising tone affects public mood. These changes in feelings, in turn, mediate attitude change in some political orientations… CONTINUE READING

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