The findings are based on research conducted by Angelini, in collaboration with Samuel Bradley, assistant professor of advertising at Texas Tech University, and Sungkyoung Lee of Indiana University, which used ads that aired during the 2000 presidential election.
The research found that negative political advertising makes the body want to turn away physically, but the mind remembers negative messages, though sometimes incorrectly, Angelini says.
According to data released this week by the Wisconsin Advertising Project at the University of Wisconsin-Madison, “during the week of Sept. 28-Oct. 4, nearly 100 percent of the [John] McCain campaign’s advertisements were negative. During the same period, 34 percent of the [Barack] Obama campaign’s ads were negative.”
During the study, the researchers placed electrodes under the eyes of willing participants and showed them a series of 30-second ads from both the George W. Bush and Al Gore campaigns. The electrodes picked up on the “startle response,” the automatic eye movement typically seen in response to snakes, spiders and other threats. Compared to positive or neutral messages, negative advertising prompted greater reflex reactions and a desire to move away.
Andrea Boyle | Newswise Science News
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A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.
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The Max Planck Institute for Physics (MPP) is opening up a new research field. A workshop from November 21 - 22, 2016 will mark the start of activities for an innovative axion experiment. Axions are still only purely hypothetical particles. Their detection could solve two fundamental problems in particle physics: What dark matter consists of and why it has not yet been possible to directly observe a CP violation for the strong interaction.
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The efficiency of power electronic systems is not solely dependent on electrical efficiency but also on weight, for example, in mobile systems. When the weight of relevant components and devices in airplanes, for instance, is reduced, fuel savings can be achieved and correspondingly greenhouse gas emissions decreased. New materials and components based on gallium nitride (GaN) can help to reduce weight and increase the efficiency. With these new materials, power electronic switches can be operated at higher switching frequency, resulting in higher power density and lower material costs.
Researchers at the Fraunhofer Institute for Solar Energy Systems ISE together with partners have investigated how these materials can be used to make power...
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