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A Functional Approach to Political Advertising
Unformatted Document Text:  23 Table 4. The Forms of Topics By Incumbent Status Past Deeds Future Plans General Goals Personal Qualities Leadership Ability Ideals Total Incumbent: Lee 7 (6%) 34 (29%) 30 (25%) 27 (23%) 13 (11%) 7 (6%) 118 (100%) Challenger: Kim 30 (27%) 8 (7%) 8 (7%) 23 (20%) 26 (24%) 5 (4%) 110 (100%) Table 5. Forms of Topic by Functions and Incumbency (Number of themes) Past Deeds Future Plans General Goals Personal Qualities Leadership Ability Ideals AC* AT ** AC AT AC AT AC AT AC AT AC AT Incumbent 0 7 25 9 28 2 9 18 9 4 2 5 Challenger 3 27 6 2 8 0 2 21 21 5 2 3 Total 3 34 31 11 36 2 11 39 30 9 4 8 * AC: Acclaims ** AT: Attacks

Authors: Lee, Cheolhan. and Choi, Yun Jung.
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23
Table 4.
The Forms of Topics By Incumbent Status
Past
Deeds
Future
Plans
General
Goals
Personal
Qualities
Leadership
Ability
Ideals Total
Incumbent:
Lee
7
(6%)
34
(29%)
30
(25%)
27
(23%)
13
(11%)
7
(6%)
118
(100%)
Challenger:
Kim
30
(27%)
8
(7%)
8
(7%)
23
(20%)
26
(24%)
5
(4%)
110
(100%)
Table 5.
Forms of Topic by Functions and Incumbency (Number of themes)
Past Deeds
Future Plans
General
Goals
Personal
Qualities
Leadership
Ability
Ideals
AC* AT
**
AC AT AC AT AC AT AC AT AC AT
Incumbent
0 7 25 9
28
2 9
18
9 4 2
5
Challenger
3 27 6 2 8 0 2
21
21
5 2
3
Total
3 34 31 11
36 2 11
39
30 9 4
8
* AC: Acclaims ** AT: Attacks


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