Radical messages that contradict beliefs are more quickly explained away, or rationalized as wrong, as a high level of ego-involvement comes into play in the defense of belief. Issue oriented ads should also be aired frequently, and at key times. Studies have shown a strong correlation between frequency of exposure to televised political advertising and awareness of issues. Also, during election times, people heavily exposed to television advertising are more likely to show increased accuracy in the perception of candidates' positions. Further, those who are highly exposed are more likely to name important issues as those that were heavily advertised.
Issue oriented advertising can then indeed set an agenda and generate interest.
Issue awareness is the first step in modifying belief, and in turn, behavior. Television in the best site for issue oriented political advertising. The majority of Americans do not read a newspaper, and studies have shown that televised political advertising has its strongest impact on issue awareness for those with low exposure to print and radio. Also, most citizens are minimally informed on the exigencies of social issues. Studies have shown that minimally informed citizens are most strongly influenced by the agendas set in televised political advertisements.