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A Functional Approach to Political Advertising
Unformatted Document Text:  3 Literature Review A review of recent literature about the function of advertising suggests that the agenda proposed by the candidates’ political advertising is the most succinct indicator available of the agenda that the candidates wish to promote (Roberts & McCombs, 1994; Roberts, 1996; Bower, 1997). In a sense, political candidates in a race can be conceptualized as products to sell. Through political advertising, they promote their superiority with regard to the issues they discuss and project their personalities and ideologies in an effort to convince voters to believe in their leadership abilities. Apparently, a candidate’s political advertising is the most succinct indicator of what the candidate wishes to promote (Roberts, 1996; Jamieson, 1996; Bryan, 1997). Few studies have focused on Korean television political advertising. One of the reasons is that political advertising was only recently allowed in South Korea. To describe the characteristic of Korean political advertising, Tak, Kaid, and Lee (1997) performed a content analysis of Korean political ads aired on television in the1992 presidential election. They found that Korean political ads, as compared to American political ads, emphasized positive aspects, featured indirect attacks, and focused on issues. Policy (Issue) versus Character (Image) Whether image or issue has more impact on the public’s evaluation of candidates has been widely discussed in political advertising studies. As early as 1958, there was a concern that the emphasis of campaign shifted from issues to images (Rubin, 1968).

Authors: Lee, Cheolhan. and Choi, Yun Jung.
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3
Literature Review
A review of recent literature about the function of advertising suggests that the
agenda proposed by the candidates’ political advertising is the most succinct indicator
available of the agenda that the candidates wish to promote (Roberts & McCombs, 1994;
Roberts, 1996; Bower, 1997). In a sense, political candidates in a race can be
conceptualized as products to sell. Through political advertising, they promote their
superiority with regard to the issues they discuss and project their personalities and
ideologies in an effort to convince voters to believe in their leadership abilities.
Apparently, a candidate’s political advertising is the most succinct indicator of what the
candidate wishes to promote (Roberts, 1996; Jamieson, 1996; Bryan, 1997).
Few studies have focused on Korean television political advertising. One of the
reasons is that political advertising was only recently allowed in South Korea. To
describe the characteristic of Korean political advertising, Tak, Kaid, and Lee (1997)
performed a content analysis of Korean political ads aired on television in the1992
presidential election. They found that Korean political ads, as compared to American
political ads, emphasized positive aspects, featured indirect attacks, and focused on
issues.
Policy (Issue) versus Character (Image)
Whether image or issue has more impact on the public’s evaluation of candidates
has been widely discussed in political advertising studies. As early as 1958, there was a
concern that the emphasis of campaign shifted from issues to images (Rubin, 1968).


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