Exploring the value of party political advertising for youth electoral engagement: an analysis of the 2001 British General Election advertising campaigns

Dermody, Janine; Scullion, Richard

doi:10.1002/nvsm.260

Cited by 2 publications

(2 citation statements)

References 36 publications

(48 reference statements)

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“…Natalia's comments highlight a feeling of cynicism toward politicians that was pervasive throughout all focus group sessions and is consistent with other research on young adults and politics (Bennett, 1997;Dermody & Scullion, 2004;Schneider, 1996). This cynicism toward authority figures can be seen as one element that makes up young adults' schemas.…”

Section: Negative Ads Audience-based Frames and Cynical Voterssupporting

confidence: 83%

"What About People Our Age?" Applying Qualitative and Quantitative Methods to Uncover How Political Ads Alienate College Students

Parmelee

Perkins

Sayre

2007

Journal of Mixed Methods Research

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This study uses a sequential transformative mixed methods research design to explain how political advertising fails to engage college students. Qualitative focus groups examined how college students interpret the value of political advertising to them, and a quantitative manifest content analysis concerning ad framing of more than 100 ads from the 2004 presidential race revealed why focus group participants felt so alienated by political advertising. By not selecting issues and people to which youth can relate, political advertising is framed to decrease the salience of young voters, thereby promoting an interpretation among college students that the messages within candidate ads are not relevant to them. Suggestions are made for building more engaging ads. The utility of this research design is also discussed in terms of its benefits for data analysis and validity.

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Section: Negative Ads Audience-based Frames and Cynical Voterssupporting

confidence: 83%

"What About People Our Age?" Applying Qualitative and Quantitative Methods to Uncover How Political Ads Alienate College Students

Parmelee

Perkins

Sayre

2007

Journal of Mixed Methods Research

View full text Add to dashboard Cite

show abstract

“…It has been suggested that the election advertising campaigns employed have failed to engage the disinterested young electorate (e.g. Dermody and Scullion, 2004). Therefore, this study focuses on a political marketing campaign that was planned to attract young voters and, more importantly, implemented in media that are particular to this age group.…”

Section: Introductionmentioning

confidence: 99%

Targeting Young Voters in a Political Campaign: Empirical Insights into an Interactive Digital Marketing Campaign in the 2007 Finnish General Election

Leppäniemi

Karjaluoto

Lehto³

et al. 2010

Journal of Nonprofit & Public Sector Marketing

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At general elections across Europe, turnout among young people tends to be significantly lower than among older voters. Therefore, this paper examines a digital marketing campaign that was targeted at young voters in the 2007 Finnish general election. More specifically, this paper aims to provide insights into the creative development process of a political marketing campaign and the nature of the client-agency relationship in political campaigns. The methodology adopted in this paper consisted of in-depth interviews with key informants involved in the campaign planning and implementation. The results provide new empirical insights into the challenges that political campaigner may face when they target political marketing at young voters. In addition, the results suggest that there are differences between commercial and political marketing also in a digital marketing context. Finally, the results support the view that marketing professionals have a strong role in a creative development process of a political marketing campaign. The ideas put forth herein can certainly help advertising professionals to plan political marketing campaigns that engage young people in future elections and therefore aid candidates in their quest to achieve electoral success.

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Exploring the value of party political advertising for youth electoral engagement: an analysis of the 2001 British General Election advertising campaigns

Abstract: One of the central, non-party issues in the latter days of the 2001 British General Elec-

Cited by 2 publications

References 36 publications

"What About People Our Age?" Applying Qualitative and Quantitative Methods to Uncover How Political Ads Alienate College Students

"What About People Our Age?" Applying Qualitative and Quantitative Methods to Uncover How Political Ads Alienate College Students

Targeting Young Voters in a Political Campaign: Empirical Insights into an Interactive Digital Marketing Campaign in the 2007 Finnish General Election

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