Mobilization and youth political engagement: An analysis of mobilization efforts utilizing political ads aimed at youth during the 2000 and 2004 fall presidential election campaigns

Despite historically low turnout rates youth showed up in the 2004 presidential election at a rate 13 percent higher than in the 2000 presidential election. This study explores the factors related to the increase in turnout specifically in terms of mobilization in the form of political ads through a comparison of political ads sponsored by candidates, parties and interest groups in 2000 and 2004 presidential elections. The findings indicate that in the 2004 presidential election youth issues were given greater attention than in 2000. This increase in activity towards youth issues was associated with an increase in youth interest in the election and thus an increase in youth turnout.