By William L. Benoit
Benoit presents a accomplished research of presidential tv spots from each crusade that used this significant message shape, from the 1952 crusade in the course of the final nationwide crusade in 1996. greater than 1,600 presidential spots are analyzed, from either fundamental and normal campaigns. Republican, Democratic, and 3rd celebration candidate ads are analyzed. He makes use of the useful conception of Political crusade Discourse, reading topics in spots as acclaims (self-praise), assaults (criticism), and defenses (responses to attacks). issues are categorised in response to subject. every one of those themes is damaged down extra (policy: prior deeds, destiny plans, normal targets; personality: own traits, management skill, ideals). Contrasts are made among spots from Republicans and Democrats in addition to 3rd events, incumbents and challengers, and winners and losers. The spots from applicants who led, trailed, or have been in shut races are also contrasted. Spots have gotten extra unfavourable through the years, Benoit concludes, in either fundamental and basic campaigns. basic campaigns are extra unfavorable than fundamental campaigns, Democrats are extra unfavorable than Republicans, and challengers are extra detrimental than incumbents. There are not any adjustments among winners and losers. even if, applicants who trailed through the crusade have been so much destructive, whereas applicants in shut races have been such a lot optimistic. a big research for students and researchers in political communique and American presidential politics.
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Additional resources for Seeing Spots: A Functional Analysis of Presidential Television Advertisements, 1952-1996 (Praeger Series in Political Communication)
I believe we should create a Department of Urban Affairs for housing, transportation, and all the rest and begin to move our cities forward again. Announcer: Vote for John F. Kennedy for President [Vote for John F. Kennedy for President]. (Kennedy, 1960, ‘‘Urban Affairs’’) He pointed to many problems that need work: housing, schools, transportation, and property taxes. In these ads he doesn’t discuss specific plans to solve them, but he does lay out an ambitious agenda (while suggesting that the present administration has not done much to help these problem areas).
1 Functions of the 1952 and 1956 Campaigns FUNCTIONS OF TELEVISION SPOTS These campaigns stressed acclaiming: 65% of their utterances were instances of self-praise. For example, a 1952 Stevenson ad explained that ‘‘The farmer, the businessman, the veteran, and the working man, to each in turn he has said that he will represent not their interests alone, but the interests of all of us. That’s why I am excited about Governor Stevenson. ’’ This utterance praises Stevenson for caring about all Americans rather than just for some special interest groups.
Farm income is down 25%. . 3). Future plans were virtually non-existent in these campaigns (a single instance by Stevenson in 1952). However, general goals accounted for one-third of their policy comments. ’’ Goals were a fairly common topic in these commercials. When Eisenhower and Stevenson discussed character, they discussed personal qualities (46%), leadership ability (31%), and ideals (22%). In 1952, one of Stevenson’s advertisements noted that he has the courage to stand up for his beliefs.