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| Author | : William L. Benoit |
| Publisher | : Lexington Books |
| Total Pages | : 249 |
| Release | : 2014-04-01 |
| Genre | : Political Science |
| ISBN | : 0739188992 |
Download A Functional Analysis of Political Television Advertisements Book in PDF, ePub and Kindle
A Functional Analysis of Political Television Advertisements examines theory and research on election advertisements. William Benoit employs the Functional Theory of Political Campaign Discourse to understand the nature or content of television spots in election campaigns. Beginning with a look at American presidential spots from 1952–2012, Benoit investigates the three functions—acclaims, attacks, and defenses—and the topics of policy and character for these groups of political commercials. The following chapters are devoted to reporting similar data on presidential primary advertisements, presidential third party spots, other theories including Issue Ownership Theory and Functional Federalism Theory, as well as nonpresidential and non-U.S. election advertising. Benoit considers the data, discusses the development of political advertising over time, and finally, presents areas for further research. This book is a uniquely comprehensive examination of the value and use of television spots in political election rhetoric.
| Author | : William L. Benoit |
| Publisher | : Bloomsbury Publishing USA |
| Total Pages | : 252 |
| Release | : 1999-07-30 |
| Genre | : Political Science |
| ISBN | : 0313003254 |
Download Seeing Spots Book in PDF, ePub and Kindle
Benoit provides a comprehensive analysis of presidential television spots from every campaign that used this important message form, from the 1952 campaign through the last national campaign in 1996. More than 1,600 presidential spots are analyzed, from both primary and general campaigns. Republican, Democratic, and third party candidate advertisements are analyzed. He uses the Functional Theory of Political Campaign Discourse, analyzing themes in spots as acclaims (self-praise), attacks (criticism), and defenses (responses to attacks). Themes are classified according to topic. Each of these topics is broken down further (policy: past deeds, future plans, general goals; character: personal qualities, leadership ability, ideals). Contrasts are made between spots from Republicans and Democrats as well as third parties, incumbents and challengers, and winners and losers. The spots from candidates who led, trailed, or were in close races also are contrasted. Spots are becoming more negative over time, Benoit concludes, in both primary and general campaigns. General campaigns are more negative than primary campaigns, Democrats are more negative than Republicans, and challengers are more negative than incumbents. There are no differences between winners and losers. However, candidates who trailed throughout the campaign were most negative, while candidates in close races were most positive. An important analysis for scholars and researchers in political communication and American presidential politics.
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| Release | : 18?? |
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Download Bibliografica Book in PDF, ePub and Kindle
| Author | : LeAnn Michelle Brazeal |
| Publisher | : |
| Total Pages | : 280 |
| Release | : 2002 |
| Genre | : Advertising, Political |
| ISBN | : |
Download A Functional Analysis of Television Advertising in Congressional Campaigns, 1980-2000 Book in PDF, ePub and Kindle
Congressional elections are crucial to the American political system, and candidates spend millions of dollars attempting to capture the voting public's attention with television spots. In spite of this, relatively few studies have taken a long-term, comprehensive approach to studying the content of these advertisements. This study utilized the Functional Theory of Political Campaign Discourse to content-analyze over 600 television spots for House and Senate candidates from 1980-2000. Candidate discourse in these spots employed acclaiming (positive) strategies much more frequently than attacking or defending strategies (67% to 32% and .5%). Likewise, Republican candidates, House candidates, winning candidates, and incumbents acclaimed more frequently than their counterparts. This study also found a roughly equal emphasis on policy (50%) and character (50%) in these television spots, with Democrats and losing candidates discussing policy more frequently than their counterparts. Policy issues most frequently discussed were spending, taxes, jobs and labor, and education, but Democrats and Republicans play it safe by campaigning on issues traditionally identified with their parties. Incumbents and challengers have distinct styles of campaigning, but open-seat candidate styles are between the two. House and Senate candidates exhibit many similarities in their discourse, while Republicans and Democrats exhibit several important differences. Trends since 1994 indicate a turn toward positive discourse in these campaigns. Trends also suggest a shift in emphasis from character issues to policy issues over the twenty years of the study. This study advances the Functional Theory by incorporating policy issues into the coding scheme. It also suggests several implications for congressional campaigns. First, character is extremely important in congressional campaigns. Second, issues related to economics, such as taxes and spending, are critical in congressional campaigns. Finally, this study challenges the popular perception that candidate spots are negative and image-focused, demonstrating that acclaims accounted for nearly two-thirds of candidate discourse in these spots, and that policy themes accounted for nearly half.
| Author | : Lynda Lee Kaid |
| Publisher | : |
| Total Pages | : 408 |
| Release | : 1986 |
| Genre | : Business & Economics |
| ISBN | : |
Download New Perspectives on Political Advertising Book in PDF, ePub and Kindle
This volume is partof a series of anthologies which cover various topics in the study, teaching, and practice of political communication. The purpose of the series is to make available to researchers, teachers, students, and other specialists, findings, analyses, and commentaries which are representative of current scholarship in the rapidly evolving field of political communication. The focus of this volume--political advertising, its history, forms, styles, settings, uses, and effects--seems appropriate because there are few, if any, forms of political communication which are more prevalent, more expensive, more highly developed, and which have been the object of more controversy and less serious scholarship than political advertising, especially the political commercial made for television.
| Author | : Frank Biocca |
| Publisher | : Routledge |
| Total Pages | : 281 |
| Release | : 2014-02-04 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1135437505 |
Download Television and Political Advertising Book in PDF, ePub and Kindle
This volume represents one of the first major scholarly efforts to unravel the psychological and symbolic processing of political advertising. Utilizing survey, experimental, qualitative, and semiotic methodologies to study this phenomenon, the contributors to Television and Political Advertising trace how political ads help to interpret the psychological reality of the presidential campaign in the minds of millions of voters. A product of the National Political Advertising Research Project, this interdisciplinary effort is valuable to researchers in advertising, communication, and consumer psychology since it helps define future work on the relationship between television, politics, and the mind of the voter. This volume, Television and Political Advertising: Signs, Codes and Images, is the second of two, and covers such areas as Generating Meaning in the Pursuit of Power, Analyses of the Meaning of Political Ads, The Campaign Documentary as an Ad, and Regulating Signs and Images.
| Author | : Frank Biocca |
| Publisher | : Routledge |
| Total Pages | : 390 |
| Release | : 2013-12-16 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1135437297 |
Download Television and Political Advertising Book in PDF, ePub and Kindle
This volume represents one of the first major scholarly effort to unravel the psychological and symbolic processing of political advertising. Utilizing survey, experimental, qualitative, and semiotic methodologies to study this phenomenon, the contributors to Television and Political Advertising trace how political ads help to interpret the psychological reality of the presidential campaign in the minds of millions of voters. A product of the National Political Advertising Research Project, this interdisciplinary effort is valuable to researchers in advertising, communication, and consumer psychology since it helps define future work on the relationship between television, politics, and the mind of the voter. This volume, Television and Political Advertising: Psychological Processes, is the first of two, and covers such topics as Models and Theories for Viewing Political Television; Psychological Processing of Issues, Images, and Form; Differential Processing of Positive and Negative Advertising; and The Psychological Contexts of Processing.
| Author | : William L. Benoit |
| Publisher | : Rowman & Littlefield |
| Total Pages | : 304 |
| Release | : 2003 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 9780742529144 |
Download Campaign 2000 Book in PDF, ePub and Kindle
Campaign 2000 applies the functional theory of political campaign discourse--analyzing how messages acclaim, attack, or defend--to several different forms of campaign communication in the 2000 U.S. presidential primary and general election. These forms include political advertisements on television and radio, debates, television talk show appearances, campaign web pages, and convention speeches by candidates and their spouses. The authors also look at the election outcomes and explore lessons to apply to future campaign discourse.
| Author | : Stefanie Rescher |
| Publisher | : |
| Total Pages | : 28 |
| Release | : 2018-03 |
| Genre | : |
| ISBN | : 9783668638525 |
Download Political TV Advertisements as a Part of Political Marketing in U.S. Elections Book in PDF, ePub and Kindle
Studienarbeit aus dem Jahr 2017 im Fachbereich Amerikanistik - Kultur und Landeskunde, Note: 1,3, Universität Hamburg, Sprache: Deutsch, Abstract: There is no other country apart from the United States of America in which campaigning takes such a large part of the election process. Political debates on television, public speeches of the candidates, advertisements on the internet and TV - it all starts many months before the actual election and millions of US-$ are spent. Once the final candidate for the Democratic and the Republican Party is elected, about five months before the election, the election campaign features those two candidates only. Already due to their party affiliation their political opinions differ, which mostly results in an intense campaign. This was also the case in the previous election in 2016 in which the final candidates - Hillary Clinton for the Democratic Party and Donald Trump for the Republican Party - could not be more different. Trump, the clearly underestimated candidate, who first surprised the world as he won the primaries, landed an even bigger surprise when he was elected as president. His language and appearance polarized throughout the campaign and the question arose, how he managed to persuade almost the majority of the American citizens. This term paper focuses on political TV ads as a part of political marketing and more specifically on the final pitch of Trump and Clinton to their potential voters, in other words their last aired TV advertisements. In the first two chapters the theoretical framework is provided. At first political marketing, the significance and different kinds of TV ads and the closing ad in particular, are explained. Afterwards the theoretical criteria for the analysis of the closing ads are presented, e.g. the AIDA model, the concept of political framing and the rhetorical political analysis. In the main part Trump's closing ad is analyzed in detail and is compared to Clinton's final ad afterwards, wherea
| Author | : Erika Franklin Fowler |
| Publisher | : Routledge |
| Total Pages | : 241 |
| Release | : 2018-05-04 |
| Genre | : Political Science |
| ISBN | : 0429977905 |
Download Political Advertising in the United States Book in PDF, ePub and Kindle
Political advertising is as important as ever, ad spending records are broken each election cycle, and the volume of ads aired continues to increase. Political Advertising in the United States is a comprehensive survey of the political advertising landscape and its influence on voters. The authors, co-directors of the Wesleyan Media Project, draw from the latest data to analyze how campaign finance laws have affected the sponsorship and content of political advertising, how 'big data' has allowed for more sophisticated targeting, and how the Internet and social media has changed the distribution of ads. With detailed analysis of presidential and congressional campaign ads and discussion questions in each chapter, this accessibly written book is a must-read for students, scholars and practitioners who want to understand the ins and outs of political advertising.
