Young British Partisan Attitudes to Negative Election Campaign Advertising: A Tri-Party Perspective

Dermody, Janine ORCID: 0000-0002-0399-398X, Hanmer-Lloyd, Stuart, Koenig-Lewis, Nicole and Zhao, Anita Lifen (2016) Young British Partisan Attitudes to Negative Election Campaign Advertising: A Tri-Party Perspective. Journal of Political Marketing, 15 (4). pp. 333-361. doi:10.1080/15377857.2014.959687

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This article presents an empirical investigation of young partisan first-time voter attitudes toward the use of negative attack advertising in a British general election. Partisanship, particularly in relation to negative advertising and third-party effects, is significantly under-researched, yet it advances understanding of youth electoral interaction. Our study confirms that young British partisans are not passive recipients of information, but are actively involved in information processing, interpretation, and counter arguing. Our findings also highlight a third-party effect among young partisans in their evaluation of the attack advertising. Overall our young partisans broadly reject image-attack election ads, which raises a “health warning” on its use in future election campaigning. The findings of this study are of significant interest to election campaign strategists in their planning for future elections and to political researchers striving to advance understanding within the field of political marketing.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: British elections, motivated reasoning, negative attack advertising, partisanship, tri-party attitudes, youth electoral engagement
Subjects: J Political Science > J General legislative and executive papers
J Political Science > JF Political institutions (General)
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Ineke Tijsma
Date Deposited: 17 Mar 2015 15:48
Last Modified: 01 Aug 2023 11:19

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