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A Functional Approach to Political Advertising
Unformatted Document Text:  24 Appendix ΙΙ Examples of Acclaims and Attacks on Each Form of Policy and Character Policy Past Deeds: AcclaimKIM: I supported the bill that helped more students to study at the college. Past Deeds: Attack KIM: The incumbent party exacerbates the gap between the rich and the poor. Future Plans: AcclaimLee: I guarantee that the poor people receive the minimum cost of living (800$/month). Future Plans: AttackKIM: Lee’s economic plan to increase the government spending will ruin the Korean economy again. General Goals: AcclaimLEE: I will produce one million new jobs. General Goals: AttackLEE: Kim’s radical ideas will undermine the social stability. Character Personal Qualities: Acclaim LEE: It is only Lee who will keep promises. Personal Qualities: AttackLEE: Big-mouth will not save our economy Leadership Ability: AcclaimKIM: Only Kim’s seasoned leadership can save our nation from this economic crisis. Leadership Ability: AttacksKim: Absence of incumbent party’s leadership caused the economic crisis Ideals: AcclaimLEE: I am the only candidate with sound mind and body. Ideals: AttacksLEE: We cannot live by Kim’s radical ideology. These excerpts were taken from 1997 Korean newspaper advertisements during presidential election.

Authors: Lee, Cheolhan. and Choi, Yun Jung.
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24
Appendix
ΙΙ
Examples of Acclaims and Attacks on Each Form of Policy and Character
Policy
Past Deeds: Acclaim
KIM: I supported the bill that helped more students to study at the college.

Past Deeds: Attack
KIM: The incumbent party exacerbates the gap between the rich and the poor.

Future Plans: Acclaim
Lee: I guarantee that the poor people receive the minimum cost of living (800$/month).

Future Plans: Attack
KIM: Lee’s economic plan to increase the government spending will ruin the Korean
economy again.

General Goals: Acclaim
LEE: I will produce one million 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.

Ideals: Attacks
LEE: We cannot live by Kim’s radical ideology.

These excerpts were taken from 1997 Korean newspaper advertisements during
presidential election.


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