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

Johnston, Anne; Kaid, Lynda Lee

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Peer reviewed

ERIC Number: EJ648644

Record Type: Journal

Publication Date: 2002

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-0021-9916

EISSN: N/A

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

Johnston, Anne; Kaid, Lynda Lee

Journal of Communication, v52 n2 p281-300 Jun 2002

Explores the differences in techniques, strategies, narratives, and symbols used in 1,213 television issue ads and image ads from 13 U.S. presidential campaigns. Concludes that although the majority of both types of ads were positive, negative appeals dominated a higher percentage of issue ads as compared with image ads. (SG)

Descriptors: Advertising, Content Analysis, Higher Education, Mass Media Role, Negative Attitudes, Presidential Campaigns (United States), Television Research

Publication Type: Journal Articles; Reports - Research

Education Level: N/A

Audience: N/A

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A

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