Consumer Sense Making of Political Front Group Messages

Abstract

This study looks at how highly educated, politically literate individuals make sense of political front group advertising. Using the concepts of the persuasion knowledge model and Malmelin's model of advertising literacy, the study explores the knowledge base needed for individuals to be literate in reading these types of political ads. The study uses in-depth interviews with both self-identified liberal and conservative voters. The insights suggest that even the politically literate are not equipped to fully understand a front group ad. Suggestions for ways to enhance political advertising literacy are discussed.