This study examines character traits in United States presidential campaign advertisements. It was predicted that Republican and Democratic trait content would be similar in appeal advertisements but would differ in attack and contrast advertisements. Additionally, it was expected that the traits most frequently conveyed in primary election advertisements would differ from those most frequently employed in general election advertisements. The conveyance of traits in conjunction with issues was examined. The hypotheses and research questions were tested on televised campaign ads from the 2008 and 2012 primary and general elections. Overall, both parties appeal to and attack specific character traits with similar frequencies. The traits used in primary election advertisements were much more positive than the traits used in general election advertisements. Campaigns combine issue content with specific traits in their ads. The findings of this study answer questions about how candidates build and shape their images through televised political advertisements.
| Identifer | oai:union.ndltd.org:arizona.edu/oai:arizona.openrepository.com:10150/311298 |
| Date | January 2013 |
| Creators | Filer, Christine R. |
| Contributors | Kenski, Kate, Kenski, Kate, Coe, Kevin, Rains, Steve |
| Publisher | The University of Arizona. |
| Source Sets | University of Arizona |
| Language | en_US |
| Detected Language | English |
| Type | text, Electronic Thesis |
| Rights | Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author. |
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