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A Functional Approach to Political Advertising
Unformatted Document Text:  16 Functions of political advertisements are determined according to incumbency. Lee, who represented the incumbent party, address more acclaims (62%) than attacks (44%). Kim, the challenger candidate, however, discussed more attacks (56%) than acclaims (38%). This finding is also consistent with previous studies— the incumbent party candidate employs more acclaims in a presidential campaign than the challenger candidate, while the challenger engages in more attacks than the incumbent (Benoit, Blaney, & Pier, 1998; Benoit & Wells, 1996; Benoit, 1997). In other words, the incumbent parties have records that can be used to evaluate their performance. This is an obvious opportunities for incumbents to acclaim and for challengers to attack (Benoit & Brazeal, 2002). Closer inspection of Table 4 reveals that Lee, the incumbent party candidate, acclaimed more often than he attacked on future plans (25 vs. 9), whereas Kim the challenger, attacked more than he acclaimed on past deeds (3 vs. 27). In addition, both candidates acclaimed more often than they attacked on leadership ability and both attacked more often than they acclaimed on personal qualities. However, results show that the incumbent party candidate did not discuss past deeds for acclaiming. This finding is sharply different from the previous studies which suggest that the incumbents mostly rely on his or her past deeds for acclaiming (Benoit, Pier, & Blaney, 1997; Benoit & Wells, 1998). The difference may come from the fact that the term of president in Korea is limited one incumbency; thus, the past deeds of the President are not directly related to the incumbent party candidate. However, the challenger used the incumbent’s past deeds for attacking, which is consistent with the previous findings (Benoit, Pier, & Blaney, 1997).

Authors: Lee, Cheolhan. and Choi, Yun Jung.
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16
Functions of political advertisements are determined according to incumbency.
Lee, who represented the incumbent party, address more acclaims (62%) than attacks
(44%). Kim, the challenger candidate, however, discussed more attacks (56%) than
acclaims (38%). This finding is also consistent with previous studies— the incumbent
party candidate employs more acclaims in a presidential campaign than the challenger
candidate, while the challenger engages in more attacks than the incumbent (Benoit,
Blaney, & Pier, 1998; Benoit & Wells, 1996; Benoit, 1997). In other words, the
incumbent parties have records that can be used to evaluate their performance. This is
an obvious opportunities for incumbents to acclaim and for challengers to attack (Benoit
& Brazeal, 2002). Closer inspection of Table 4 reveals that Lee, the incumbent party
candidate, acclaimed more often than he attacked on future plans (25 vs. 9), whereas Kim
the challenger, attacked more than he acclaimed on past deeds (3 vs. 27). In addition,
both candidates acclaimed more often than they attacked on leadership ability and both
attacked more often than they acclaimed on personal qualities. However, results show
that the incumbent party candidate did not discuss past deeds for acclaiming. This
finding is sharply different from the previous studies which suggest that the incumbents
mostly rely on his or her past deeds for acclaiming (Benoit, Pier, & Blaney, 1997; Benoit
& Wells, 1998). The difference may come from the fact that the term of president in
Korea is limited one incumbency; thus, the past deeds of the President are not directly
related to the incumbent party candidate. However, the challenger used the incumbent’s
past deeds for attacking, which is consistent with the previous findings (Benoit, Pier, &
Blaney, 1997).


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