Viewer Perceptions of Color and Black-and-White Paid Political Advertising.

Donohue, Thomas R.

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Peer reviewed

ERIC Number: EJ097759

Record Type: Journal

Publication Date: 1973

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Viewer Perceptions of Color and Black-and-White Paid Political Advertising

Donohue, Thomas R.

Journalism Quarterly, 50, 4, 660-65, W 73

Results demonstrated that color affects females more than males but increases positive judgement of aesthetic value and overall quality of commericlas for both sexes.

Descriptors: Color, Higher Education, Journalism, Media Research, Social Attitudes, Television, Television Commercials, Television Viewing

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