The Effectiveness of Negative Political Advertising: A Meta Analytic Re-Assessment = 부정적 정치광고의 효과 : 메타분석에 의거한 재평가

국문 초록 (Abstract)

본 연구는 유권자에 대한 부정적 정치광고의 효과에 관련된 32개의 기존 연구를 대상으로 체계적인 메타분석을 실시하여 부정적 정치광고와 부정 적이지 않은 정치광고(긍정적 혹은 중립적)를 비교하여 그 효과를 재 검증하였다.메타분석은 유권자의 반응을 인지적,감성적,행동적 차원의 3가지 측면으로 구분하여 실시하였다.
연구의 결과는 유권자의 인지적 측면과 감성적 측면에서의 부정적 정치광고의 효과를 지지하고 있다.하지만,연구자는 부정적 정치광고의 시행과 유권자의 행동적 측면에서의 효과와의 유의미한 연관성을 발견하지는 못하였다.결론적으로,부정적 정치광고의 시행은 유권자의 인지적 측면과 감성적 측면에서의 의도된 효과(예,광고주에 대한 긍정적 결과와 상대 후보자에 대한 부정적 결과)를 거둘 수 있음을 확인하였다.그러나,부정적 정치광고는 유권자의 행동적 측면에서의 효과는 기대하기 어렵다는 것을 보여주었다.

다국어 초록 (Multilingual Abstract)

This study is a systemic quantitative meta-analysis of 32 political dvertisingstudieswithregardtonegativevs.non-negative(i.e.,positiveand neutral) advertising strategies. The meta-analysis utilized three moderators: 1) cognitive, 2) affective, and 3) behavioral responses. The study findings provided support for negative advertising strategies with regard to voters’ cognitive and affective responses. However, we found no substantial relationship between negative advertising strategies and voters’behavioral responses. As a whole, negative political advertising had intended consequences on voters’cognitive and affective responses: positive consequencesforthesponsorsandnegativeconsequenceforthetargets. However,negativepoliticaladvertisingdidnotmanipulatevoters’behavioral effects.

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