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Bad effects of watching tv essay

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Political advertisers are not subject to comparable voluntary guidelines. First Amendment protections make it virtually impossible to impose involuntary restraints on the content of political advertising. The American Association of Political Consultants has shown no inclination to encourage any form of self-restraint. The result is a free-for-all environment in which candidates repeatedly attack and counter-attack the claims of their competitors. The only accountability is provided by the press, in the form of sporadic "ad-watch" news reports that scrutinize specific ads for their accuracy (for a review of research into the effects of these reports, see Pew Commission, 1998). The very nature of ad-watch journalism, however, is bound to exacerbate public cynicism over the fairness and credibility of political advertising.

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Given subjects’ greater positivity toward product ads, is this advantage threatened by exposure to political advertising? We first examine the effects of the number and type of political ads on the mean affect scores for the product ads, the political ad, and the difference between the product and political ad scores. Positive differences indicate an advantage for product ads and vice versa. As shown in Figure 4, product ads were evaluated more positively than political ads regardless of experimental condition. The effects of the manipulation were limited to affect for the political ads. The mean affect score was most favorable among subjects exposed to a single presidential ad while exposure to a presidential and proposition ad produced the most negative response. Because of this significant movement in the ratings of the political ads, we also found significant experimental effects on the differences between the ratings of political and product ads.

The contrast effect varies with type of political campaign (presidential or local), the tone of the political ad, and, in the case of the 1996 presidential campaign, the candidate sponsoring the ad. Product ads are set apart from political ads more clearly when people view negative political ads, ads from lesser known races such as referenda campaigns, and ads from less popular candidates.

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When counterargument is activated, receivers would neutralize the message ("he [the target] is changed") to reduce the discrepancy. Source derogation involves "negative images of the sponsor ('he is a mudslinger') or of the message ('it's misrepresentation')." Support argument involves "negative images of the target ('he is indeed that bad')."Wilson and Muderrisoglu conducted "an initial study on the analysis of cognitive responses generated by comparative and non-comparative ads." Through the study, the authors found that comparative ads produced significantly more counterarguments, source derogations, and negative ad-related statements, but fewer support arguments and positive ad-related statements."Merritt cocluded that "since negative advertising is a variant of comparative advertising, [the] findings of product-related effects of comparative advertising suggest parallel effects for negative advertising."Research on the impact of negative political advertising also supported the results of Wilson and Muderrisoglu.


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The advertising industry takes for granted that the public’s dislike for political ads will spillover to product ads. In this study, however, we find a somewhat different result. Exposure to political ads drives down evaluations of political ads while leaving product ads untouched. In comparison with political ads, product ads appear even more attractive and credible. In other words, our results indicate a . Watching political ads that they perceive as less truthful and appealing, people realize that product ads, relatively speaking, are not so bad. Rather than calling for a greater curbs on political advertisers, commercial advertisers should instead encourage the greater use of political advertising in general and negative political advertising in particular. If form holds and the next campaign features a sufficient number of nasty negative ads, many voters, instead of making the trip to the voting booth on election day, may well make the trek to the mall –or stay home to enjoy another Miller Light.

Television & Health - California State University, Northridge

Basil, Michael, Caroline Schooler & Byron Reeves. 1991. "Positive and Negative Political Advertising: Effectiveness of Ads and Perceptions of Candidates," in Ed by Frank Biocca. Hillsdale: Lawrence Erlbaum, Pp. 245-262.

Television Statistics According to the A.C

Does the fallout from exposure to political advertising spread to commercial advertising in general? We attempt to answer this question experimentally, by manipulating exposure to political advertising and then measuring participants’ attitudes towards political and commercial ad campaigns. We also manipulate the tone of political advertising in order to assess the impact of negative political campaigns on the audience’s confidence in political and product advertisers. Our results indicate that exposure to political advertising in general -- and negative political advertising in particular -- strengthens viewers’ relative confidence in commercial advertising. People do assimilate their generally unfavorable ratings of political ads to the commercial advertising arena. Nor do they express more favorable attitudes toward commercial advertising in the aftermath of exposure to political advertising. However, because campaigns heighten distaste for political advertising, the net effect is to boost the relative appeal of commercial advertising. Thus, exposure to political campaigns enlarges the contrast between commercial and political advertising.

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