Negative TV Advertising in the 2016 US Presidential Campaign
Negative TV Advertising in the 2016 US Presidential Campaign
Author(s): Maciej Marmola, Agata Olszanecka-MarmolaSubject(s): Politics / Political Sciences, Communication studies
Published by: Polskie Towarzystwo Retoryczne
Keywords: negative advertising; US presidential campaign; political advertising; issue ads; image ads
Summary/Abstract: 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.
Journal: Res Rhetorica
- Issue Year: 5/2018
- Issue No: 2
- Page Range: 29-44
- Page Count: 16
- Language: English
