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Books > Social sciences > Politics & government > Political control & freedoms > Political control & influence > Political campaigning & advertising
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Seeing Spots - A Functional Analysis of Presidential Television Advertisements, 1952-1996 (Hardcover, New)
Loot Price: R2,921
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Seeing Spots - A Functional Analysis of Presidential Television Advertisements, 1952-1996 (Hardcover, New)
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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.
General
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