This book represents the first systematic effort to examine the factual accuracy of the claims made in an entire political advertising campaign, the visuals and sound cues used in that advertising and their relationship with the tone and accuracy of ads, and the impact of the accuracy of claims on what people know and how they vote in a real campaign. The authors show how the accuracy of political ad claims, the visuals and sound of ads, and ad tone (particularly negativity) are related to voting behavior. They argue that understanding how the accuracy of political ad claims affects voters is now more important than ever.
