Political Advertising and Public Mood: A Study of Children's Political Orientations

Abstract

Political advertising can cause changes in children's political attitudes and affect their involvement in politics by momentarily altering their levels of "public mood." We define this concept and present results from a study in which we use the tone of political advertising to induce change in the public moods of young children. Results support the hypothesis that advertising tone affects public mood. These changes in feelings, in turn, mediate attitude change in some political orientations. In addition, while advertising tone does not significantly affect children's desire to vote as a main effect, it moderates the role of psychological resources. Children high in political efficacy are stimulated by negative advertising, whereas children low in political efficacy lose enthusiasm for voting. No such differences are observed for children who view positive ads.