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A Functional Approach to Political Advertising
Unformatted Document Text:  6 Kim attacked that the absence of incumbent party’s leadership causes the economic crisis. Lee also attacked that Kim’s big-mouth would not save our economy. Third, when a candidate is attacked, he or she can defend. If the defense of the candidate is accepted by voters, he or she resumes his or her desirability. At one point Lee attacked that the opponent party’s economic plan caused inflation. Kim one of his advertisements rebutted that the inflation rate was actually reduced as compared when his launched. These three functions allow voters to perform a simple from of cost-benefit analysis (Benoit, 1999). Acclaims increase a candidate’s perceived benefits, attacks increase an opponent’s perceived costs, and defenses can reduce a candidate’s perceived costs. Any one of these strategies has the potential to persuade voters to vote for a candidate or vote against his or her opponents (Benoit, 1999). These three functions are not equally used. Based on content analysis of the presidential television spots from 1980 to 1996, Benoit et al. report that attacks (50%) and acclaims (49%) were equally common functions, while defense (1%) was seldom used (Benoit, 1999). This study also finds that candidate status influences the functions of political discourse; incumbent party candidates acclaimed more than they attacked, whereas challenger party candidate attacked more than they acclaimed (Benoit, Blaney, & Pier, 1998; Brazeal & Benoit, 2001). Hypotheses and Research Questions This study analyzes Korean presidential newspapr advertising by applying the functional approach to political campaign discourse to Korean newspaper advertisements

Authors: Lee, Cheolhan. and Choi, Yun Jung.
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6
Kim attacked that the absence of incumbent party’s leadership causes the economic
crisis. Lee also attacked that Kim’s big-mouth would not save our economy.
Third, when a candidate is attacked, he or she can defend. If the defense of the
candidate is accepted by voters, he or she resumes his or her desirability. At one point
Lee attacked that the opponent party’s economic plan caused inflation. Kim one of his
advertisements rebutted that the inflation rate was actually reduced as compared when his
launched.
These three functions allow voters to perform a simple from of cost-benefit
analysis (Benoit, 1999). Acclaims increase a candidate’s perceived benefits, attacks
increase an opponent’s perceived costs, and defenses can reduce a candidate’s perceived
costs. Any one of these strategies has the potential to persuade voters to vote for a
candidate or vote against his or her opponents (Benoit, 1999). These three functions are
not equally used. Based on content analysis of the presidential television spots from
1980 to 1996, Benoit et al. report that attacks (50%) and acclaims (49%) were equally
common functions, while defense (1%) was seldom used (Benoit, 1999). This study also
finds that candidate status influences the functions of political discourse; incumbent party
candidates acclaimed more than they attacked, whereas challenger party candidate
attacked more than they acclaimed (Benoit, Blaney, & Pier, 1998; Brazeal & Benoit,
2001).
Hypotheses and Research Questions
This study analyzes Korean presidential newspapr advertising by applying the
functional approach to political campaign discourse to Korean newspaper advertisements


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