선거와 네거티브 캠페인

초록

The purpose of this study is to identify the definition, types, function and mediating negative political advertising campaign. The positive effects of negative political advertising is that voters have more favorable attitude toward an attacking candidate and negative political advertising is more memorable than positive political advertising. In terms of unintended effects of negative political advertising, negative political advertising did produce source derogation, causing harmful effects on the character evaluation and the likelihood of voting for attacking candidates making political skepticism. Additionally, theoretical model for negative political advertising campaign was suggested to explain the process of negative political advertising.

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