Models of a successful and an unsuccessful ad: An exploratory analysis

Research output: Chapter in Book/Report/Conference proceedingChapter

4 Scopus citations


This chapter provides a set of examples, exploratory analyses of two political commercials using the conceptual framework of the schematicframing approach (see Biocca, Chapter 2, this volume). The analyses are intended to illustrate some of the issues that might arise in the initial phase of generating hypothesized mental models for political commercials. The analyses are further illustrated by reference to some computerized audience response data, focus group interviews, and in-depth interviews. The data were collected from uncommitted voters in focus groups conducted in the final 2 weeks of the 1988 presidential election. 1 In the following discussion, the data are used solely to illustrate rather than to confirm the analysis.

Original languageEnglish (US)
Title of host publicationTelevision and Political Advertising
Subtitle of host publicationVolume I: Psychological Processes
PublisherTaylor and Francis
Number of pages32
ISBN (Electronic)9781135437220
ISBN (Print)0805806555, 9780805806557
StatePublished - Jan 1 2013
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • General Social Sciences


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