Traditional advertisements—think mid-century magazine pages and infomercials—make a fairly straightforward appeal. Here is our product. These are its qualities. You can use it for this and this and ...

Every four years, U.S. presidential campaigns collectively spend billions of dollars flooding TV screens across the country with political ads. But a new study co-authored by Yale political scientist ...

What makes a political ad effective? Are positive campaign ads better than negative ones? Should ads be more or less pushy? According to new research, the answer to all of these questions is a ...

The quest for persuasive advertising Much of what is described as advertising pretesting is better viewed as an incomplete and imaginative attempt to measure steps along a surmised hierarchical ...

Every four years, U.S. presidential campaigns collectively spend billions of dollars flooding TV screens across the country with political ads. But a new study shows that, regardless of content, ...