Negative TV Advertising in the 2016 US Presidential Campaign

• Authors: Olszanecka-Marmola Agata , Marmola Maciej

Title variants

PL

Telewizyjna reklama negatywna w amerykańskiej kampanii prezydenckiej w 2016 roku

• Languages of publication: EN

Abstracts

EN

Presented research describes the character of message and techniques used in TV political advertising during the 2016 US presidential campaign. The results unambiguously indicate a steady increase in the use of negative ads during political campaign. Television commercials of Hilary Clinton and Donald Trump focused mostly on discrediting their political opponent. In addition, the content of negative ads more frequently referred to image characteristics than to issues.

PL

Prezentowane badania opisują styl przekazu i techniki użyte w telewizyjnych reklamach z amerykańskiej kampanii prezydenckiej z 2016 roku. Wyniki jednoznacznie wskazują na postępującą negatywizację przekazu kampanijnego. Zarówno Hilary Clinton, jak i Donald Trump skupili się w spotach głównie na dyskredytowaniu politycznego przeciwnika. Dodatkowo treści zawarte w negatywnych reklamach telewizyjnych częściej odnosiły się do kwestii wizerunkowych (image ads) aniżeli problemowych (issue ads).

Keywords

EN

negative advertising; US presidential campaign; political advertising; issue ads; image ads

PL

reklama negatywna; kampania prezydencka w USA; reklama polityczna; reklamy problemowe; reklamy wizerunkowe

• Publisher: Polskie Towarzystwo Retoryczne
• Journal: Res Rhetorica
• Year: 2018
• Volume: 5
• Issue: 2
• Pages: 29-44

Dates

published

2018

Contributors

author

Olszanecka-Marmola Agata

• Uniwersytet Śląski w Katowicach

author

Marmola Maciej

• Uniwersytet Śląski w Katowicach

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Identifiers

DOI

10.29107/rr2018.2.3