Political Television Advertising in Campaign 2000

Airne, David; Benoit, William L.

doi:10.1080/01463370500168765

Cited by 14 publications

(6 citation statements)

References 23 publications

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“…It is possible that messages in campaigns for lower offices discuss policy less often than campaigns for higher office. Airne and Benoit (2005) applied functional theory to TV spots broadcast in the 2000 campaign in races for the presidency, the U.S. senate, the U.S. house, governors, and local races. Local races discussed policy more (54%) and character less (46%).…”

Section: Discussionmentioning

confidence: 99%

A Functional Analysis of 2016 Direct Mail Advertising in Ohio

Benoit

2017

American Behavioral Scientist

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Few studies examine the content of political direct mail advertising (pamphlets, brochures) despite the fact that this campaign medium remains a popular means of reaching voters. This study reports a functional analysis of 68 direct mail advertisements employed in Ohio in 2016. These messages acclaimed more than they attacked; no defenses occurred in this sample. The topics of the statements in these texts were about evenly split between policy (48%) and character (52%). As predicted, both general goals and ideals were employed more frequently to acclaim than to attack. This study adds to our knowledge of direct mail advertising and nonpresidential ads (only 6% of the brochures in this sample were from the presidential race).

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Section: Discussionmentioning

confidence: 99%

A Functional Analysis of 2016 Direct Mail Advertising in Ohio

Benoit

2017

American Behavioral Scientist

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“…Other studies (Benoit, 2001(Benoit, , 2004 indicate that political ads in the U.S. tend to emphasize candidates' positions on issues or policies more than their character-related attributes, especially in recent NEGATIVE POLITICAL ADS, CYNICISM, AND SELF-EFFICACY times (Airne & Benoit, 2005;Brazeal & Benoit, 2006). However, although the two distinct formats typically are implemented by campaign strategists and commonly are recognized by researchers, major experimental studies involving negative political advertising, cynicism, and/or self-efficacy either did not incorporate both ad forms into the research design (e.g., Garramone, Atkin, Pinkleton, & Cole, 1990; or did not test them vis-à-vis each other (Kaid & Postelnicu, 2005;Tedesco, 2002).…”

Section: Communication-based Factorsmentioning

confidence: 97%

Effects of Negative Political Advertising on Individuals' Cynicism and Self-Efficacy: The Impact of Ad Type and Message Exposures

Dardis

Shen

Edwards

2008

Mass Communication and Society

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“…In parallel to the spending on political advertisement, research on it has been growing. Besides structural topics – like ethics and policy (e.g., Banker, 1992 ; Shaw and Ragland, 2000 ; Gelb and Bush, 2011 ), branding (e.g., Guzmán and Sierra, 2009 ; French and Smith, 2010 ), and technological advancements (e.g., Kaid, 2002 ; Mylona, 2008 ), this research area also investigated psychological aspects of the strategies in political advertisement (e.g., Benoit, 2000 ; Airne and Benoit, 2005 ; Dardis et al, 2008 ), and compared them across cultures (e.g., Kaid and Holtz-Bacha, 1995 ; Griffin and Kagan, 1996 ; Tak et al, 2007 ; Harris and Lock, 2010 ).…”

Section: Research On Political Advertisementmentioning

confidence: 99%

Emotional Campaigning in Politics: Being Moved and Anger in Political Ads Motivate to Support Candidate and Party

Grüning

Schubert

2022

Front. Psychol.

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Political advertising to recruit the support of voters is an inherent part of politics. Today, ads are distributed via television and online, including social media. This type of advertisement attempts to recruit support by presenting convincing arguments and evoking various emotions about the candidate, opponents, and policy proposals. We discuss recent arguments and evidence that a specific social emotion, namely the concept kama muta, plays a role in political advertisements. In vernacular language, kama muta is typically labeled as being moved or touched. We compare kama muta and anger theoretically and discuss how they can influence voters’ willingness to support a candidate. We then, for the first time, compare kama muta and anger empirically in the same study. Specifically, we showed American participants short political ads during the 2018 United States midterm election campaigns. All participants saw both kama muta- and anger-evoking ads from both Democratic or Republican candidates. In total, everybody watched eight ads. We assessed participants’ degree of being moved and angered by the videos and their motivation for three types of political support: ideational, financial, and personal. The emotional impact of an ad depended on its perceived source: Participants felt especially angry after watching the anger-evoking ads and especially moved by moving ads if they identified with the political party that had produced the video. Both emotions mediated were associated with increased intentions to provide support. Importantly, if one of the two emotions was evoked, its effect on political support was enhanced if participants identified with the party that had produced the ad. We discuss limitations of the method and implications of the results for future research and practice.

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Political Television Advertising in Campaign 2000

Cited by 14 publications

References 23 publications

A Functional Analysis of 2016 Direct Mail Advertising in Ohio

A Functional Analysis of 2016 Direct Mail Advertising in Ohio

Effects of Negative Political Advertising on Individuals' Cynicism and Self-Efficacy: The Impact of Ad Type and Message Exposures

Emotional Campaigning in Politics: Being Moved and Anger in Political Ads Motivate to Support Candidate and Party

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