Economists use two competing models to describe the effects of commercial advertising—advertising as market competition...

Economists use two competing models to describe the effects of commercial advertising—advertising as market competition and advertising as market power. The market competition model holds that the fundamental function of advertising is lo provide information about products and brands. It is argued that information in ads permits greater marketplace efficiencies, such as lower prices and reduced monopoly power. In a similar vein, much discussion regarding political advertising has rested on its informational value. Does political advertising provide political information and help voters make informed decisions'1 Nelson argues that promoting bars of soap in commercial ads is no different than promoting political ideas ideology from political candidates in political ads. on the grounds that information is being distributed m both cases. Others, such as Ferguson and Jamieson, disagree with Nelson's proposition. Ferguson, for example, pointed out that choosing a political candidate is more like buying an experience good (where the quality is hard to evaluate prior to purchase) rather than a search good (where the quality is easily evaluated before the purchase). According to Ferguson, claims in political ads do not have true informational value, because it is difficult for voters to draw inferences about the future deeds of a candidate from what the ads say Furthermore. Jamieson argues that political ads reshape the public image of political candidates and change voters feelings about the candidates with subtle emotional cues but without substantive information upon which to base a reasoned judgment.

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