Negative Political Advertising: It’s Impact on Voters

• 主要な著者: Ernest Cyril, de Run, Jee, Teck-Weng, Lau, Wee Ming
• フォーマット: E-Article
• 言語: English
• 出版事項: Asian Journal of Business Research 2013
• 主題: JA Political science (General)
• オンライン･アクセス: http://ir.unimas.my/id/eprint/5210/1/negative%20political%20advertising%20%28abstract%29.pdf; http://ir.unimas.my/id/eprint/5210/

This study looks at a one of the many use of a direct negative advertisement in Malaysian politics. Negative advertising has been constantly used by political parties in Malaysia. This paper looks specifically at one of such advertisements and its effect on voters where it was specifically aimed at...