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Asymmetric Campaign Advertising: Partisan Differences in 2014 Congressional Campaign Advertisements Open Access

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This preliminary study identified partisan differences in television advertisements for Senate candidates in 2014 and paves the path for further study of partisan differences in campaign advertising more broadly. Analyzing data gathered on all of the television advertisements aired for U.S. Senate candidates in 2014, this research finds distinct partisan styles emanating from both of the major political parties. In particular, the data suggests that candidates for the Republican Party used more cohesive messaging during the 2014 election cycle, while candidates for the Democratic Party advertised on a wider array of issues. These findings align with previous research on partisan asymmetry in the United States, and have important implications for future campaigns. Understanding how campaigns advertise to voters is one of the first steps to addressing growing polarization in Congress.

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