The effects of party- and PAC-sponsored issue advertising and the potential of inoculation to combat its impact on the democratic process

This study examined the effects of issue advertising on candidate preferenc es and the democratic process, comparing the impact of party- and PAC-spons ored advertising against candidate-sponsored positive and contrast ads. Res ults revealed that the influence of political advertising varies depending on party affiliation. For Republicans, candidate-sponsored contrast and par ty-sponsored ads are most influential, bur with unaffiliated viewers, cnndi date-sponsored positive ads are most effective whereas party-sponsored ads are the least persuasive. Effects of political advertising on the democrati c system were especially revealing. Results revealed that candidate adverti sing enhances viewer interest in campaigns and knowledge of candidates and their positions, but that other effects vary based on party affiliation. Fi nally the study reared inoculation as an antidote to system-based consequen ces of issue advertising. Results revealed that inoculation was able to pro tect viewers against the consequences of party-sponsored ads. However, with PAC-sponsored ads, efficacy was restricted to Republican viewers.