Ridout, Travis N. and Glen R. Smith. “Free Advertising: How the Media Amplify Campaign Messages.” Political Research Quarterly 61.4 (2008): 598-608. Web. 22 February 2011.
According to Travis N. Ridout and Glen R. Smith, both from Washington State University, they believed that while candidates receive attention for the political advertisements they pay for, they receive more attention for the free media coverage they receive. For example, when President Johnson showed a controversial advertisement that only aired once on television, he received more media coverage from public discussion of the advertisement. The authors closely analysis the 2004 Senate race to supply more facts. Also, they believe that negative and comparative advertisements are more likely to receive media attention than positive advertisements. By analyzing this phenomenon, the authors try to understand why Americans hate negative advertising.
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