Inhaltszusammenfassung

For the 2005 German national elections the Social Democratic Party (SPD) and the Christian Democrats (CDU/CSU) each produced a TV-ad called “The Ball ” (“Die Kugel”). Both ads were unusual for German campaigns for two reasons: they explicitly attacked the political opponent, and one ad referred to the other. The question this paper focuses on is: How did German voters react to these negative spots. In order to test the impact of the spots, an experiment was conducted with 51 citizens using wr...For the 2005 German national elections the Social Democratic Party (SPD) and the Christian Democrats (CDU/CSU) each produced a TV-ad called “The Ball ” (“Die Kugel”). Both ads were unusual for German campaigns for two reasons: they explicitly attacked the political opponent, and one ad referred to the other. The question this paper focuses on is: How did German voters react to these negative spots. In order to test the impact of the spots, an experiment was conducted with 51 citizens using written pretest- and posttest-questionnaires as well as real-time response measurement. The major finding of this paper is that both spots received negative evaluations; they were not able to damage the image of the political opponent but instead led to a negative backlash for the own party respectively the own candidate.» weiterlesen» einklappen

Autoren

Klassifikation

DFG Fachgebiet:
Sozialwissenschaften

DDC Sachgruppe:
Politik