Political Opinion Leadership and Advertisement Attitude: the Moderating Roles of Cognitive and Affective Responses to Political Messages

Political opinion leadership is a type of viewer involvement measure that may be relevant to predicting the viewer's attitude toward an advertisement with political content. This study was designed to investigate if cognitive and affective responses to political messages in fashion advertisements play any moderating roles in the relationship between political opinion leadership and advertisement attitude. The results suggest that effectiveness of political content in the advertisement for politically involved consumers may be determined by how clearly the message is communicated to the viewers. Discussions were also made as to the distinction between textual and pictorial messages and to how the viewer's recognition of a pictorial message can be a factor affecting the impact of political opinion leadership on attitude toward advertisement with political content.