ABSTRACT. This paper discusses the major trends in scholarship about the relationship between the advertising content and vote choice, the role of cognition or affect in advertising persuasion, the political consequences of electoral politics in the contemporary American setting, and the effects of facial similarity on voter behavior. The theory that I shall seek to elaborate here puts considerable emphasis on political advertising as a substantial component of news coverage, the relationship between elite conflict and mass political behavior, the effects of candidates’ decisions on voting outcomes, and the processes underlying voters’ decisions. pp. 148–153

Keywords: political advertising, cognitive process, voting behavior