Character Counts: Traits in Televised Political Campaign Advertisements

Persistent Link:
http://hdl.handle.net/10150/311298
Title:
Character Counts: Traits in Televised Political Campaign Advertisements
Author:
Filer, Christine R.
Issue Date:
2013
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
This study examines character traits in United States presidential campaign advertisements. It was predicted that Republican and Democratic trait content would be similar in appeal advertisements but would differ in attack and contrast advertisements. Additionally, it was expected that the traits most frequently conveyed in primary election advertisements would differ from those most frequently employed in general election advertisements. The conveyance of traits in conjunction with issues was examined. The hypotheses and research questions were tested on televised campaign ads from the 2008 and 2012 primary and general elections. Overall, both parties appeal to and attack specific character traits with similar frequencies. The traits used in primary election advertisements were much more positive than the traits used in general election advertisements. Campaigns combine issue content with specific traits in their ads. The findings of this study answer questions about how candidates build and shape their images through televised political advertisements.
Type:
text; Electronic Thesis
Keywords:
Political advertisements; Presidential elections; Priming; Traits; Communication; Campaigns
Degree Name:
M.A.
Degree Level:
masters
Degree Program:
Graduate College; Communication
Degree Grantor:
University of Arizona
Advisor:
Kenski, Kate

Full metadata record

DC FieldValue Language
dc.language.isoen_USen_US
dc.titleCharacter Counts: Traits in Televised Political Campaign Advertisementsen_US
dc.creatorFiler, Christine R.en_US
dc.contributor.authorFiler, Christine R.en_US
dc.date.issued2013-
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractThis study examines character traits in United States presidential campaign advertisements. It was predicted that Republican and Democratic trait content would be similar in appeal advertisements but would differ in attack and contrast advertisements. Additionally, it was expected that the traits most frequently conveyed in primary election advertisements would differ from those most frequently employed in general election advertisements. The conveyance of traits in conjunction with issues was examined. The hypotheses and research questions were tested on televised campaign ads from the 2008 and 2012 primary and general elections. Overall, both parties appeal to and attack specific character traits with similar frequencies. The traits used in primary election advertisements were much more positive than the traits used in general election advertisements. Campaigns combine issue content with specific traits in their ads. The findings of this study answer questions about how candidates build and shape their images through televised political advertisements.en_US
dc.typetexten_US
dc.typeElectronic Thesisen_US
dc.subjectPolitical advertisementsen_US
dc.subjectPresidential electionsen_US
dc.subjectPrimingen_US
dc.subjectTraitsen_US
dc.subjectCommunicationen_US
dc.subjectCampaignsen_US
thesis.degree.nameM.A.en_US
thesis.degree.levelmastersen_US
thesis.degree.disciplineGraduate Collegeen_US
thesis.degree.disciplineCommunicationen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.advisorKenski, Kateen_US
dc.contributor.committeememberKenski, Kateen_US
dc.contributor.committeememberCoe, Kevinen_US
dc.contributor.committeememberRains, Steveen_US
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