Image Ads and Issue Ads in U.S. Presidential Advertising: Using Videostyle to Explore Stylistic Differences in Televised Political Ads From 1952 to 2000

Anne Johnston · Lynda Lee Kaid

129 citations0/0 files storedJournal of Communication

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Rhetoric and Communication Studies Electoral Systems and Political Participation Media Studies and Communication

Abstract

This study explores the differences in techniques, strategies, narratives, and symbols used in televised issue ads and image ads from U.S. presidential campaigns. A content analysis was done of 1,213 ads from the past 13 U.S. presidential elections coded as either issue ads or image ads. Findings indicate that there are key differences in the style of image ads and issue ads. In issue ads, the candidate tends to speak for himself, appear on camera speaking to the viewer, and use emotional language in making the appeal. In image ads, an anonymous announcer is the dominant speaker, and source credibility appeals are the most popular appeals. Although the majority of both types of ads were positive, negative appeals dominated a higher percentage of issue ads as compared with image ads.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 129 citations exist upstream.

References

1992Political campaign communication: principles and practices 2001Videostyle in presidential campaigns: style and content of televised political advertising 1964Content Analysis: A Handbook with Applications for the Study of International Crisis.

Cited by

2004The Impact of Political Advertising on Knowledge, Internet Information Seeking, and Candidate Preference 2014YouTube: A Political Advertising Tool? A Case Study of the Use of YouTube in the Campaign for the European Parliament Elections 2009 2013Negative Campaigning in Western Europe: Similar or Different?2017Skiing all the way to the polls: Exploring the popularity of personalized posts on political Instagram accounts 2020Dark necessities? Candidates’ aversive personality traits and negative campaigning in the 2018 American Midterms 2006Minority Candidates, Media Framing, and Racial Cues in the 2004 Election 2017The Personal in the Political on Twitter: Towards a Typology of Politicians’ Personalized Tweeting Behaviours 2011Reinforcing Spirals of Negative Affects and Selective Attention to Advertising in a Political Campaign

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.