Negative TV Advertising in the 2016 US Presidential Campaign

被引：0

作者：

Olszanecka-Marmola, Agata ^{[1
]}

Marmola, Maciej ^{[1
]}

机构：

[1] Univ Silesia, Katowice, Poland

来源：

RES RHETORICA | 2018年 / 5卷 / 02期

关键词：

negative advertising; US presidential campaign; political advertising; issue ads; image ads;

D O I：

暂无

中图分类号：

C [社会科学总论];

学科分类号：

03 ; 0303 ;

摘要：

Presented research describes the character of message and techniques used in TV political advertising during the 2016 US presidential campaign. The results unambiguously indicate a steady increase in the use of negative ads during political campaign. Television commercials of Hilary Clinton and Donald Trump focused mostly on discrediting their political opponent. In addition, the content of negative ads more frequently referred to image characteristics than to issues.

引用

页码：28 / +

页数：17

共 33 条

[1] AdamikSzysiak M., 2012, TELEWIZYJNA REKLAMA
[2] Basil M., 1991, TELEVISION POLITICAL, P245
[3] Belt Todd L., 2017, ROUTLEDGE HDB POLITI
[4] Benoit W.L., 1999, FUNCTIONAL ANAL PRES
[5] Biocca Frank, 1991, TELEVISION POLITICAL, V2, P17
[6] Bitzer L., 1981, HDB POLITICAL COMMUN, P225
[7] Campaign issue knowledge and salience: Comparing reception from TV commercials TV news, and newspapers
Brians, CL
Wattenberg, MP
[J]. AMERICAN JOURNAL OF POLITICAL SCIENCE, 1996, 40 (01) : 172 - 193
[8] The impacts of emotion elicited by print political advertising on candidate evaluation
Chang, CC
[J]. MEDIA PSYCHOLOGY, 2001, 3 (02) : 91 - 118
[9] Cwalina W., 2005, MARKETING POLITYCZNY
[10] Cwalina Wojciech, 2004, MARKETING POLITYCZNY, P111

← 1 2 3 4 →