Do Campaign Ads Matter? The framing and mobilization effects of advertisements in a negative news context

• In Event: Political Message Effects and Processes

Brief Overview

We use Bing searches to measure the impact of campaign ads on searches for candidate information and voter registration. Ads increase searches for both. Both positive and negative ads increase the number of searches for target candidate's scandals.

Authors

• Masha Krupenkin, Boston College

• Shawndra Hill, Microsoft Research

• David Rothschild, Microsoft Research