A Burkean Poetic Frames Analysis of the 2004 Presidential Ads

Kaylor, Brian T.

doi:10.1080/01463370802026976

Cited by 3 publications

(1 citation statement)

References 31 publications

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“…Several studies have analyzed a sample of TV ads advocating a presidential candidate running in 2004 (Devlin 2005;Kaid and Dimitrova 2005;Kaylor 2008). In contrast, we conducted a content analysis of all presidential candidate-sponsored ads aired in 2004 to answer the following research questions: Did negative messages dominate candidate-sponsored ads?…”

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confidence: 99%

Candidate-Sponsored TV Ads for the 2004 U.S. Presidential Election: A Content Analysis

Torres

Hyman

Hamilton

2012

Journal of Political Marketing

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In 2004, roughly 44% of presidential candidate-sponsored political ads were negatively framed, with more than 90% of the attack ads featuring direct attacks against the opponent's persona and=or policies. Perhaps the presence of attack ads by 527 groups lowered the bar for candidate-sponsored ads, as the electorate was desensitized by the mudslinging barrage. Although candidate evaluations are higher after candidate-sponsored than partysponsored attack ads, backlash fears mitigated the negativity of many candidate-sponsored ads. Nonetheless, negativity pervaded many of these presidential candidate-sponsored ads. Perhaps backlash fears have decreased to the point that candidates no longer dread the repercussions of negative ads.

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confidence: 99%