All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

A Functional Approach to Political Advertising
Unformatted Document Text:  11 acclaims and attacks, the chi square test does not find the difference statistically significant. Both acclaims and attacks are commonly used in presidential advertising. These data are presented in Table 1. Insert Table 1 here The second hypothesis, which predicts that more themes demonstrate policy than character, is not supported. A one-way chi-square test reveals that there is no significant difference between the number of policy and character utterances. Campaign newspaper advertising discusses policy (54%) as often as character (46%). See Table 2 for these data. Insert Table 2 here The first research question concerns the specific strategies of acclaim, attack, and defense that candidates use in their advertisements. Results show that the most common form of policy is future plan (35%), closely followed by past deeds (34%), and general goals (31%). In character, discussion of personal qualities is most common (50%), followed by leadership ability (39%) and ideals (10%). In this study, six defenses are found. All the defenses use the strategy of either simple denial (four instances) or shifting blame (two instances). For example, against Lee’s initial attack that Kim’s economic plan caused inflation, Kim responded that Lee lied about his plan (simple denial). In another theme, Kim rebutted that his plan did not

Authors: Lee, Cheolhan. and Choi, Yun Jung.
first   previous   Page 11 of 24   next   last



background image
11
acclaims and attacks, the chi square test does not find the difference statistically
significant. Both acclaims and attacks are commonly used in presidential advertising.
These data are presented in Table 1.
Insert Table 1 here
The second hypothesis, which predicts that more themes demonstrate policy than
character, is not supported. A one-way chi-square test reveals that there is no significant
difference between the number of policy and character utterances. Campaign newspaper
advertising discusses policy (54%) as often as character (46%). See Table 2 for these
data.
Insert Table 2 here
The first research question concerns the specific strategies of acclaim, attack, and
defense that candidates use in their advertisements. Results show that the most common
form of policy is future plan (35%), closely followed by past deeds (34%), and general
goals (31%). In character, discussion of personal qualities is most common (50%),
followed by leadership ability (39%) and ideals (10%).
In this study, six defenses are found. All the defenses use the strategy of either
simple denial (four instances) or shifting blame (two instances). For example, against
Lee’s initial attack that Kim’s economic plan caused inflation, Kim responded that Lee
lied about his plan (simple denial). In another theme, Kim rebutted that his plan did not


Convention
All Academic Convention can solve the abstract management needs for any association's annual meeting.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 11 of 24   next   last

©2012 All Academic, Inc.