The Nation: Knock Off the Imagery

For political candidates it should come as something of quick, quick, quick relief to learn that their high-priced campaign ads on TV really pay off. Or so the American Psychological Association convention was told last week. Charles Atkin, a Michigan State University professor who has studied elections in Colorado, Wisconsin and Michigan, noted that more than 60% of the people whom he surveyed claimed that TV ads helped them decide which candidate to vote for.

Thomas Patterson, a political scientist at Syracuse University, who studied the impact of TV ads in the 1972 presidential campaign, found that they tend to stick in...

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