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A Functional Approach to Political Advertising
Unformatted Document Text:  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 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.

Authors: Lee, Cheolhan. and Choi, Yun Jung.
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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 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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