POSC340 Lecture Notes - Lecture 17: Political Action Committee, Positive Tone, Family Values
22 Dec 2016
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Ad spending (candidate/party: obama - million, romney - million, top states: 2012 outside ad spending: romney - ,655,346. Much more outside spending by super pacs. 2016 ad spending: ad spending is increased dramatically at the very end of the election (especially 08/12, trump/clinton ad spending is dramatically less than previous years, weekly tv ad spending by state. 2016 clinton is consistently larger (140 million) 2016 outside spending: one nation : 20,2016, us chamber of commerce: 17,256. Dark money groups don"t disclose who donors are (c4) Ad tone over time: 2000 contrast ads, 2004 equal negative and contrast, 2008 more negative, some contrast, some positive, 2012 more negative, some contrast, limited positive, 2016 negative, minimal contrast, some positive. Tone by candidate: candidate ads equally negative/positive; some contrast, group ads more negative than candidate. Negative direct mail: generally ignored by media. Negative/misleading: direct ads extension of political ads and attempt to influence people an a highly emotional way.
