Missing ingredients in political advertising: The right formula for political sophistication and candidate credibility

An increase in usage of political advertising has become a global phenomenon. Previous research on political advertising has found both intended and backlash effects, indicating that the advertising effects are likely to be moderated by message and audience factors. In this study, advertising tones (i.e., positive or negative advertising) are examined. The experimental research also examines two contingent variables—the level of voters’ political sophistication and the degree of candidate credibility. The results indicate that a voter's political sophistication may result in bidirectional effects on the impact of advertising tone. Candidate credibility determines the direction of these effects. When voters face a candidate with high credibility, the influences of negative advertising and comparative advertising decrease but the effects of positive advertising are accentuated as a voter's political sophistication increases. The outcomes are reversed when voters face a candidate with low credibility. The paper concludes by discussing the implications of advertising tactics in election campaigns.     

Your lying,incompetent and selfish member of Congress: Cynical appeals in U.S. Senate advertising

Scholars still do not fully understand what activates cynicism in citizens. Although many expect that negative campaigning contributes to this, no consistent evidence has been found. This research introduces a new measure of appeals to cynicism that expands the commonly used positive–negative taxonomy of tone in advertising. Through a content analyses of more than 600 political advertisements aired during U.S. Senate elections, we identify the extent to which candidates use cynical appeals and the conditions under which these are used. We find that appeals to cynicism are common, are distinct from negative appeals, and that most often, ad sponsors target opponents with cynical appeals, describing them as selfish, dishonest and incompetent. Cynicism appears to be a central part of American campaign rhetoric, used by all sorts of candidates, regardless of party, in many different situations. The prevalence of appeals to cynicism may help explain rising cynicism among the public.     

Judicial Approaches to Tobacco Control: The third Wave of Tobacco Litigation as aTobacco Control Mechanism

Tobacco products liability litigation is one of the most potentially effective means of controlling the sale and use of tobacco. Recent factual developments—concerning (1) the addictiveness of nicotine, (2) tobacco industry knowledge of this addictiveness, and (3) the industry's efforts to conceal its knowledge from the public while making its products more addictive—make it unlikely that the tactics used successfully by the tobacco industry in the first (1954 to 1973) and second (1983 to 1992) waves of tobacco litigation will succeed in the third wave of tobacco litigation. Victory in any of these cases would result in a transfer of costs from injured states or individuals to the tobacco industry. Such a transfer of costs would likely have the immediate impact of raising cigarette prices and thereby lowering cigarette consumption. The long-term effects of a victory would probably be much more devastating to the industry.     

Impacts of Demographics on Citizen's Access to Information: An Empirical Study of District Dera Ismail Khan, North Western Frontier Province, Pakistan

The impact of demographic dimensions on local government behavior is well identified, analyzed and documented at the global level. Likewise, several studies are available on developing countries, but empirical evidence on the conditions of Pakistan is lacking. This study is an effort to unearth empirical evidence on access to information in the local government system exemplifying data from the district Dera Ismail Khan (DIK), North Western Frontier Province (NWFP). Most global hypotheses for developing countries are accepted in this study but the statistics on local data are far more different in terms of the value and weight of variables, relationships and impacts on the research concepts. The most dominant concept in the impact of access to information on the local government system is "education for all." Mass education is a leading concept in making or breaking the role of people participation in the success or failure of local democracies. Data show that illiteracy is causing many problems, including the mass population's unawareness of their interests and duties at the public level, thereby giving the ruling elite a free hand in exploiting public resources for self-interest, at the cost of the public good.     

Social Psychological Factors in Lifestyle Change and Their Relevance to Policy

Crises in obesity and changes in the environment illustrate the need to change problematic behaviors and lifestyles in large segments of the population. This article uses social psychological theory and research to understand methods for facilitating lifestyle change. A basic assumption in the social psychological perspective is that the environment and the person interact to determine behavior. Both factors are important for understanding "upstream" and "downstream" approaches to lifestyle change ( McKinlay, 1993 ; Verplanken & Wood, 2006 ) and consideration of one factor without the other may be disastrous. We review evidence from within and outside of the health context to illustrate the upstream and downstream approaches and then describe implications for public policy and intervention. The evidence and recommendations encompass a wide range of behaviors, ranging from speeding and intoxicated driving to eating an unhealthy diet and energy conservation. When armed with the relevant social psychological theory and evidence, lifestyle change campaigns are likely to be successful.     

Following the Rules? Candidate Strategy in Presidential Primaries*

Objectives. The competitiveness of the 2008 presidential primaries in both the Republican and Democratic parties has prompted a reconsideration of the role of delegate‐selection rules in influencing the strategic behavior of presidential candidates. Using advertising and candidate state‐visit data from the 2004 and 2008 presidential nominating campaigns, we reexamine the strategies presidential candidates use when competing for the nomination of their party. Methods. Using the Wisconsin Advertising Project Data from 2004 and 2008, we estimate several multiple regressions designed to analyze the factors predicting candidate visits and advertising. Results. We find that, to a large extent, the rules of the game help predict where candidates allocate their political advertising and campaign stops; candidates consider whether a contest is a primary or caucus, they pay attention to how many delegates are at stake, and they consider whether a state's delegate‐allocation method is largely proportional or winner take all. Yet we also find some differences in how the rules influence frontrunners and long‐shot candidates, and we discover how other factors, including a candidate's access to financial resources, influence the allocation of ads and visits. Conclusion. Our findings offer some of the first empirical evidence for the idea that a state's delegate‐allocation method influences candidates' resource‐allocation behavior. That these rules matter at all is somewhat of a surprise given that the delegate‐allocation methods used by states have become more homogenous within each party.     

Celebrity and politics: Effects of endorser credibility and sex on voter attitudes,perceptions, and behaviors

While much research examines the effects of celebrity endorsements in commercial advertising, scholars have only recently sought to investigate the effects of celebrity endorsements of politicians on voter perceptions and behavior. This study expands existing research on celebrity political endorsement effects via an experiment exploring effects of different versions of a news story describing a celebrity's endorsement of a political candidate on participants’ voting attitudes, perceptions of candidate credibility, and voting behavioral intent. Although participants perceive credibility differences between high- and low-credibility celebrities, neither endorser credibility nor endorser sex impact attitudes toward the endorsed candidate, perceptions of the candidate's credibility, or intended voting behavior. Conceptual relationships to other studies on celebrity endorsement effects are discussed, as are implications, limitations, and directions for future research.     

The Food Marketing Defense Model: Integrating Psychological Research to Protect Youth and Inform Public Policy

Marketing practices that promote calorie-dense, nutrient-poor foods directly to children and adolescents present significant public health risk. Worldwide, calls for government action and industry change to protect young people from the negative effects of food marketing have increased. Current proposals focus on restricting television advertising to children under 12 years old, but current psychological models suggest that much more is required. All forms of marketing pose considerable risk; adolescents are also highly vulnerable; and food marketing may produce far-reaching negative health outcomes. We propose a food marketing defense model that posits four necessary conditions to effectively counter harmful food marketing practices: awareness, understanding, ability, and motivation to resist. A new generation of psychological research is needed to examine each of these processes, including the psychological mechanisms through which food marketing affects young people, to identify public policy that will effectively protect them from harmful influence.     

Sociocultural Perceptions and Patterns of Cigarette and Alcohol Use among College Students in Vietnam

This empirical study was conducted in the Socialist Republic of Vietnam to investigate cross‐sectionally the influences of sociocultural contexts on the patterns of addictive substance use cigarette, alcohol, and illicit drugs. A sample of 202 monolingual adults who were enrolled in college courses at the University of Hanoi in Vietnam responded to a self‐reported questionnaire in their native language on the frequency, quantity, and occasions of addictive behavior. The project staff were fluent in English and Vietnamese. The questionnaire was critically reviewed for its face validity and cultural appropriateness before being translated into Vietnamese. In addition to patterns of use, this research explored the central role of drinking alcohol and smoking cigarettes in peer socialization among college adults. Vietnam, like other Asian cultures, emphasizes initiation and conformity to social traditions and norms. The empirical findings provide invaluable knowledge of the complex roles of cigarette and alcohol in the social processes and relationship‐building among college adults in Vietnam. Further knowledge will assist in identifying intervention approaches and health prevention that is more focused and congruent with cultural and social beliefs about this behavior and these substances. Its implications for research into culturally appropriate intervention and prevention are also discussed.     

AIDS Exceptionalism: On the Social Psychology of HIV Prevention Research

The current analysis considers the  human immunodeficiency virus (HIV)  prevention research record in the social sciences. We do so with special reference to what has been termed "AIDS Exceptionalism"—departures from standard public health practice and prevention research priorities in favor of alternative approaches to prevention that, it has been argued, emphasize individual rights at the expense of public health protection. In considering this issue, we review the historical context of the HIV epidemic; empirically demonstrate a pattern of prevention research characterized by systematic neglect of prevention interventions for HIV-infected persons; and articulate a rationale for "Prevention for Positives," supportive prevention efforts tailored to the needs of HIV+ individuals. We then propose a social psychological conceptualization of processes that appear to have influenced developments in HIV prevention research and directed its focus to particular target populations. Our concluding section considers whether there are social and research policy lessons to be learned from the record of HIV prevention research that might improve our ability to address effectively, equitably, and in timely fashion future epidemics that play out, as HIV does, at the junction of biology and behavior.     

Tobacco Advertising Bans: Some Thoughts

This paper examines some of the evidence concerning tobacco advertising and tobacco consumption and discusses the imposition of various bans on tobacco advertising. Important examples of such bans are the 1971 electronic media ban in the U.S.A., the 1976 Australian electronic media ban and the recently introduced magazine and newspaper ban in Australia. The evidence is not totally convincing that tobacco advertising bans reduce tobacco consumption. However, this does not preclude a total ban as part of any future Australian comprehensive smoking control policy.     

Children's Differentiation Between Ingratiation and Self-Promotion

Previous research has demonstrated that 10-year-olds can provide interpersonal explanations for certain self-presentational tactics, but detailed information about the development of their understanding of these tactics is lacking. This research investigated children's understanding of the processes involved in ingratiation (used to indicate likeability) and self-promotion (used to indicate competence). In the first study, with a sample of 60 children aged six to 11 years, children saw ingratiation as leading to more positive social evaluation than self-promotion, which was seen as having a more concrete, instrumental function. Additionally, children's differentiation between ingratiation and self-promotion was correlated with their level of peer preference, as determined through sociometric nominations, particularly for boys. In a second study, with a sample of 63 children aged six to 11 years, it was found that audience type (peer vs. adult) was related to children's understanding of the self-presentational tactics: children offered more social evaluation justifications for a self-promotion tactic when the audience was a peer rather than an adult. Results are discussed with reference to emerging insights into the links between peer relations and social cognition.     

"We mentally ill smoke a lot": identity, smoking, and mental illness in America

Most of the history of the tobacco industry over the last few decades has focused on the conflicts between tobacco industry leaders who promoted smoking and tobacco control advocates who warned of the health consequences. Yet a view of this conflict from the perspective of smokers who are also mentally ill raises questions about how to frame public health policy for these individuals. Mentally ill consumers wrote to the tobacco industry between the 1970s and 1990s and expressed their commitment to smoking and to cigarette companies, despite their awareness of the health risks. This paper explores the relationship between mentally ill consumers, the tobacco industry, and public health in the United States through letters written by mentally ill smokers.     

街头·行为·艺术: 性别权利倡导和抗争行动形式库的创新

2012年被媒体称为中国“女权行动元年”。通过考察这一年发生的“占领男厕所”、“受伤的新娘”、“上海地铁反性骚扰”和“光头姐抗议教育部”等产生广泛社会影响的性别事件,文章分析了街头行为艺术作为一种新的抗争行动手法在当代中国社会的形成和发展。相比近年来抗争政治研究整体蓬勃发展的局面,国内学界对抗争行动形式库的研究较为缺乏。本文首先对这一领域的理论视角和相关研究进行了梳理和评述,然后简要呈现街头行为艺术在中国抗争政治景观中的兴起。文章的主体部分围绕这一抗争行动手法的三个关键词——街头、行为和艺术,结合近年倡导性别平权街头行动的实证资料,详细阐述了它们各自对于抗争行动的意义及其对实施效果的影响。最后,文章提出从政策改变、参与动员和文化变迁三个层面,评估运用街头行为艺术进行诉求表达和政策倡导的成效。     

广告语在公益广告中的巧妙运用与策略

公益广告是为公众事业、公益利益提供传播服务的。公益广告的文字语言和画面一起共同承载着公益广告传播的重任。公益广告的语言表达是公益广告创意环节中的前期工作,是整则广告创意的指导思想和灵魂。在公益广告的创意过程中不要顾此失彼,在注重视觉冲击力的同时,也要重视广告语的巧妙运用,以全面取得公益广告传播的最佳效果。     

Hospital Patient Behavior: Reactance, Helplessness, or Control?

Hospitals are commonly regarded as unpleasant places to be. The reason is that, as a total institution, the hospital creates a depersonalizing environment that forces the patient to relinquish control over his or her daily existence. It is suggested that patients cope with depersonalizing loss of control by assuming "good patient" behavior or "bad patient" behavior. Predictions are offered as to who will show which behavior pattern under which circumstances. However, a review of these patterns suggests that some "good patients" may actually be in a state of anxious or depressed helplessness, whereas "bad patients" are exhibiting anger and reactance against the perceived arbitrary removal of freedoms. An analysis of the behavioral, cognitive, affective and physiological correlates of these patterns, as well as the behaviors they elicit in staff, suggests that both the "good patient" and the "bad patient" sustain health risks. It is argued that a more informed and participative role for the hospital patient can eliminate or offset many of these risks and actually improve the level of physical and psychological health in the hospital setting.     

Narratives of Promise,Narratives of Caution: A Review of the Literature on Social Impact Bonds

Social Impact Bonds (SIBs) are a new mechanism for delivering public services. This article reviews the emerging SIB literature in high‐income settings. It identifies three distinct narratives: a public sector reform narrative; a financial sector reform narrative; and a cautionary narrative. These are analyzed relative to three themes: public versus private values; outcomes contracting; and risk allocation. The first two narratives are complementary and offer a ‘win‐win’ portrayal of SIBs. The third narrative challenges this dominant commentary by highlighting potential risks. There is limited empirical evidence on active SIBs to support these narratives. SIBs may have the potential to align public and private interests while improving outcomes for people affected by entrenched social problems, but this is yet to be established and appears less probable than the third more cautionary narrative. More empirical research is needed to consider the potential risks, drawbacks, benefits and alternatives of SIBs in different settings.     

论广告语言中的熟语翻新

熟语翻新是广告语言创作中常用的一种手法,往往具有言简意赅、形象生动、通俗易懂、推陈出新等特殊表达效果。广告中的熟语翻新主要有成语翻新、俗语翻新、惯用语翻新、谚语翻新和格言翻新等五种类型。广告语言中熟语翻新的策略主要有原形引用、变形引用和贬词褒用等。     

国际公众认知中国时媒介接触行为比较研究——以英、美、新加坡三国为例

在了解中国的各种渠道中,外国公众使用得最多的是本国的媒介;在媒介类型的选择上,无论中外媒介,外国公众接触得最多的是互联网和电视;同时,外国公众对于媒介内容的选择上,会针对不同的目的呈现出不同的偏好。本文以英、美、新加坡三国公众为研究对象,得出的结论是,三国公众在对中外媒体的信任度上,多持"说不清"的模糊态度。国际公众的媒介接触行为特征,对当代中国的国际传播优化具有积极的参考意义。