Does Advertising Influence Votes? An Analysis of the 1966 and 1970 Quebec Elections

Abstract

The intensive use of paid time and space in mass media by political parties and candidates during electoral campaigns in Western democracies has given rise to the widespread opinion that advertising expenditures can and do influence the outcome of the voting process. If this were indeed so it could be argued that parties and candidates with rich coffers might, at least in some measure, buy their way into seats of power by lavish outlay on advertising. The continuous debate in Canada and other democratic countries on the desirability of limiting campaign funds attests to the importance of this issue.