This research project tests conventional wisdom about the importance of social conservatism in televised political advertisements. Through regression analysis performed on congressional campaign commercials from 2000 and 2002, I isolated significant variables influencing the outcome of Midwestern congressional campaign. I tested the influence of factors such as amount of money spent, party of candidate, gender and incumbency. I found that incumbency and the very presence of the candidate in television advertisements played the most significant role in determining electoral success, while socially conservative issues in the advertisements did not significantly influence electoral success.
Chen, Philip G., "Selling Social Conservatism" (2006). Political Science Honors Projects. 2.
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