The selective avoidance of threat appeals in right-wing populist political ads: An implicit cognition approach using eye-tracking methodology
| Authors |
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| Publication date | 2016 |
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| Book title | Advances in Advertising Research (Vol. VI) |
| Book subtitle | The Digital, the Classic, the Subtle, and the Alternative |
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| Series | European Advertising Academy |
| Event | ICORIA 2014: EAA's 13th International Conference on Research in Advertising: Amsterdam, the Netherlands: June 26 - 28, 2014 |
| Pages (from-to) | 135-145 |
| Publisher | Wiesbaden: Springer Gabler |
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| Abstract | Right-wing populist parties increasingly use political poster advertisements depicting negative and threatening images of foreigners, especially framing Muslims as a threat to Western European countries and culture (e.g. Betz, 2013; Marquart, 2013). For instance, parties such as the SVP in Switzerland, the FPÖ in Austria, the Fremskrittspartiet in Norway, or the NPD in Germany apply political poster ads that openly attack minorities and immigrants. These poster ads often depict simple, strongly emotional content, such as praying or screaming Muslims, or women in Burkas. |
| Document type | Conference contribution |
| Language | English |
| Published at | https://doi.org/10.1007/978-3-658-10558-7_12 |
| Downloads |
Matthes2016_Chapter_TheSelectiveAvoidanceOfThreatA
(Final published version)
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