TY - JOUR

T1 - Werbung auf niedrigem Niveau? Die Wirkung negativ-emotionalisierender politischer Werbung auf Einstellungen gegenüber Ausländern

AU - Matthes, Jörg

AU - Marquart, Franziska

PY - 2013

Y1 - 2013

N2 - In recent years, European political advertising of right-wing populist parties has increasingly focused on the negative stereotypical visualization of immigrants. However, these posters’ effects have so far not sufficiently been studied. In addition, most studies only used student samples in experimental designs and therefore left out possible effects of viewers’ education. Yet persuasion research suggests that it’s especially formal education that could act as a moderator in the process of understanding and evaluating political posters. The study presented here therefore uses a design that allows to investigate the role of viewers’ formal education in the reception of political advertising. We find that education has an effect on the affective evaluation of immigrants as well as people’s overall attitude towards them and their appraisal of the posters themselves. Results indicate that people with lower formal education are more easily persuaded by the message transported by the posters, adjusting their opinion of immigrants to the evaluation presented in the ad. Higher educated people in contrast reject the advertised message.

AB - In recent years, European political advertising of right-wing populist parties has increasingly focused on the negative stereotypical visualization of immigrants. However, these posters’ effects have so far not sufficiently been studied. In addition, most studies only used student samples in experimental designs and therefore left out possible effects of viewers’ education. Yet persuasion research suggests that it’s especially formal education that could act as a moderator in the process of understanding and evaluating political posters. The study presented here therefore uses a design that allows to investigate the role of viewers’ formal education in the reception of political advertising. We find that education has an effect on the affective evaluation of immigrants as well as people’s overall attitude towards them and their appraisal of the posters themselves. Results indicate that people with lower formal education are more easily persuaded by the message transported by the posters, adjusting their opinion of immigrants to the evaluation presented in the ad. Higher educated people in contrast reject the advertised message.

U2 - 10.1007/s11616-013-0182-0

DO - 10.1007/s11616-013-0182-0

M3 - Tidsskriftartikel

VL - 58

SP - 247

EP - 266

JO - Publizistik

JF - Publizistik

SN - 0033-4006

ER -