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A Functional Approach to Political Advertising
Unformatted Document Text:  8 Two hypotheses examine the relationship between the advertisements and the incumbency status of candidates. The second research question is added to analyze the relationship between status and forms of utterance. H3. Incumbent party candidate will acclaim more than challenger party candidate in presidential newspapers, whereas challenger party candidate will attack more than incumbent party candidate. RQ2. Are strategies of acclaim and attack related to the incumbent candidate’s status? H4. Incumbent party candidate will acclaim more than challenger on past deeds, whereas challenger party candidate will attack more than incumbent on past deeds. Method The functional theory of political campaign discourse was adopted to analyze presidential newspaper advertisements in Korea. In this study, newspaper advertisements were analyzed because of the small number of television spots. All the newspaper advertisements published in the Korean newspapers during the 1997 presidential campaign were gathered. In Korea, the political advertisements were targeted through newspaper rather than television. Even though television advertisements were freely offered by the Korean government, only four television advertisements were used in the 1997 presidential election period, which was not a sufficient for analysis. Thus, the

Authors: Lee, Cheolhan. and Choi, Yun Jung.
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8
Two hypotheses examine the relationship between the advertisements and the
incumbency status of candidates. The second research question is added to analyze the
relationship between status and forms of utterance.
H3. Incumbent party candidate will acclaim more than challenger party candidate
in presidential newspapers, whereas challenger party candidate will attack more than
incumbent party candidate.
RQ2. Are strategies of acclaim and attack related to the incumbent candidate’s
status?
H4. Incumbent party candidate will acclaim more than challenger on past deeds,
whereas challenger party candidate will attack more than incumbent on past deeds.
Method
The functional theory of political campaign discourse was adopted to analyze
presidential newspaper advertisements in Korea. In this study, newspaper advertisements
were analyzed because of the small number of television spots. All the newspaper
advertisements published in the Korean newspapers during the 1997 presidential
campaign were gathered. In Korea, the political advertisements were targeted through
newspaper rather than television. Even though television advertisements were freely
offered by the Korean government, only four television advertisements were used in the
1997 presidential election period, which was not a sufficient for analysis. Thus, the


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