Effects of narrative video political ads on voter attitudes (2019)

Since the early 1950s, narrative video advertisements have been an essential communication tool for U.S. political candidates, and today have taken on near-cinematic quality. Ads can bolster a candidate’s ideas and voting record on an issue or attack an opponent by spotlighting their flaws. Narratives are also unique from other forms of communication such as rhetorical or fact-based arguments for their ability to present real or fictional (as in the case of Big Foot) experiences of individuals and characters, as well as plot structure. These features increase the entertainment value for viewers and work in concert to “pull” them into storylines, make empathic connections with characters, suspend disbelief and deliver other emotions about the experience. This study will examine the cognitive-emotional-behavioral effects of actual narrative video political advertisements that were used by candidates to persuade voters about their issue positions during the midterm elections. Stories that were shared with voters were used as persuasion tactics for candidates to stand out on issues such as healthcare, taxes and jobs and immigration. Its aim is to determine the extent to which cognitive and affective processes lead to more or less narrative persuasion.