1. American Government and Organization
PS1301
Friday, 31 October

2. Positive Advertising Stress candidate’s qualifications, family, issues
No direct reference to opponent
Usually favored by the incumbent

3. Negative Advertising Attack opponent’s character and platform
When outcome is uncertain, competitive election
Challengers more likely to use negative ads than incumbents (backlash against incumbents)
Designed to not only to change preferences but also behavior by discouraging turnout (for supporters of opponent)

4. Contrast Ads Compare the record and proposals of the candidates
Bias toward the sponsor

5. Who Voted? Decline in voter turnout
Lower for congressional elections than Presidential elections
The role of age and education

6. Why is voter turnout so low?
Difficulty of registration
Lack of convenience
Early voting
Absentee voting
Vote by mail
Voter Attitudes
Electoral System
Changing demographics

7. Decline in Turnout

8. Age and Turnout

9. Role of Age and Education

11. Who Voted for Whom? Influence of Race and Gender

12. Religion
Bush Gore Nader

13. Education and Income

14. Unions and Religion
Bush Gore Nader

16. How do Presidential Elections and Congressional Elections Differ?
Presidential elections are more salient
The average voter has more information about the presidential candidates than congressional candidates.
Consequently, party identification may play a lesser role in pres. elections
Voters are more inclined to be influenced by personal/candidate characteristics and issue voting may be more prevalent.

17. Congressional Elections
The empirical evidence suggests that party labels are have a greater effect when information about the candidate is low
U.S. Rep
State Senator
St. Assy.
County Board

18. Congressional Elections
Decline in party id means that other cues become more important
Incumbency
Name recognition

19. Rise of Split Ticket Voting