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A Functional Approach to Political Advertising

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Abstract:

This study applies the functional theory of political campaign discourse to the 1997 Korean presidential advertisements. Findings challenge the notion that the political campaign was mostly negative. In fact, the candidates used almost the same amount of positive and negative utterances. The incumbent party candidate, Lee, devoted more discourse to acclaim than attack, whereas Kim, the challenger, used more attacks than acclaims. Policy and character were also equally discussed. Both candidates used more acclaims than attacks when they discussed policy. However, they employed more attacks than acclaims when they discussed character.

Most Common Document Word Stems:

candid (99), attack (80), advertis (73), polit (69), acclaim (67), incumb (54), function (43), charact (42), parti (40), polici (39), challeng (38), benoit (38), studi (35), use (32), defens (31), campaign (31), presidenti (30), 1997 (26), discours (25), lee (25), past (24),

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Korean political advertising
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Name: International Communication Association
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MLA Citation:

Lee, Cheolhan. and Choi, Yun Jung. "A Functional Approach to Political Advertising" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111749_index.html>

APA Citation:

Lee, C. and Choi, Y. , 2003-05-27 "A Functional Approach to Political Advertising" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111749_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study applies the functional theory of political campaign discourse to the 1997 Korean presidential advertisements. Findings challenge the notion that the political campaign was mostly negative. In fact, the candidates used almost the same amount of positive and negative utterances. The incumbent party candidate, Lee, devoted more discourse to acclaim than attack, whereas Kim, the challenger, used more attacks than acclaims. Policy and character were also equally discussed. Both candidates used more acclaims than attacks when they discussed policy. However, they employed more attacks than acclaims when they discussed character.

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Document Type: .PDF
Page count: 24
Word count: 4727
Text sample:
A Functional Approach to Political Advertising: An application of functional theory of campaign discourse to South Korean presidential newspaper advertisements Abstract This study applies the functional theory of political campaign discourse to the 1997 Korean presidential advertisements. Findings challenge the notion that the political campaign was mostly negative. In fact the candidates used almost the same amount of positive and negative utterances. The incumbent party candidate Lee devoted more discourse to acclaim than attack whereas Kim the challenger used
new jobs. General Goals: Attack LEE: Kim’s radical ideas will undermine the social stability. Character Personal Qualities: Acclaim LEE: It is only Lee who will keep promises. Personal Qualities: Attack LEE: Big-mouth will not save our economy Leadership Ability: Acclaim KIM: Only Kim’s seasoned leadership can save our nation from this economic crisis. Leadership Ability: Attacks Kim: Absence of incumbent party’s leadership caused the economic crisis Ideals: Acclaim LEE: I am the only candidate with sound mind and body.


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