Les réponses psychophysiologiques des électeurs à l'égard du ton émotionnel des publicités électorales audiovisuelles canadiennes

Authors: Dupuis, Audrey
Advisor: Daignault, Pénélope
Abstract: In recent years, there has been a growing body of work focusing on the effects of political advertising, particularly on attitudes and voting behavior, relying mostly on survey data. However, there is very little work from a communication perspective, especially outside the US, exploring the immediate impact of political ads. This study investigates how 15 audio-visual Canadian political ads, varying according to the intensity of their emotional tone, affect voters’ psychophysiological responses toward the message. A total of 60 participants took part in a lab experiment where heart rate and skin conductance were monitored. The valence experienced toward these ads, cognitive responses and memorizing were also measured to access the processing steps of information, as encoding, storage and retrieval based on the Annie Lang’s (2013; 2000) Limited Capacity Model of Mediated Message Processing. Results showed a positive impact of coactive political ads on voters’ level of attention, linked with lightly unfavorable cognitive responses. They also indicated a negative impact of unpleasant ads, as cognitive responses related were unfavorable, generating a Boomerang effect.
Document Type: Thèse de doctorat
Issue Date: 2019
Open Access Date: 24 May 2019
Permalink: http://hdl.handle.net/20.500.11794/34971
Grantor: Université Laval
Collection:Thèses et mémoires

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