Missing ingredients in political advertising: The right formula for political sophistication and candidate credibility

An increase in usage of political advertising has become a global phenomenon. Previous research on political advertising has found both intended and backlash effects, indicating that the advertising effects are likely to be moderated by message and audience factors. In this study, advertising tones (i.e., positive or negative advertising) are examined. The experimental research also examines two contingent variables—the level of voters’ political sophistication and the degree of candidate credibility. The results indicate that a voter's political sophistication may result in bidirectional effects on the impact of advertising tone. Candidate credibility determines the direction of these effects. When voters face a candidate with high credibility, the influences of negative advertising and comparative advertising decrease but the effects of positive advertising are accentuated as a voter's political sophistication increases. The outcomes are reversed when voters face a candidate with low credibility. The paper concludes by discussing the implications of advertising tactics in election campaigns.

► We examine the advertising tones and two contingent variables—voters’ political sophistication and candidate credibility.
► A voter's political sophistication results in bidirectional effects on the impact of advertising tone.
► Candidate credibility determines the direction of these effects.
► Voters face a high credibility candidate, the influences of negative advertising and comparative advertising decrease.
► The effects of positive advertising are accentuated as a voter's political sophistication increases.