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How Television Serves the American Electorate: The Message of U.S. Political Advertising

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Pludowski T.

Studia Polityczne (Political Studies)

2004

issue 16

291-301

The most significant finding of this study is that American political ads do not ignore issues. Given the applied definitions of 'image' and 'issues', political spots are found to focus more on issues rather than candidate image. Verbally, American political spots are characterized by a higher number of references to 'matters linked to the national interest' than 'character attributes of candidates'. However, empirical research confirms that the American spots rely heavily on negativity, emotional appeals, announcer's voice-over, particularly to focus on the opponent, and on music, mainly to reinforce emotional appeals and accompany image ads. Sinister or ridiculing music is used in negative ads, uplifting, joyful or sentimental in positive ones. American ads also draw attention away from the sponsoring candidate, resorting to other production techniques than candidate head-on, especially when being negative. Unfortunately, even if American ads do concentrate on issues verbally, their treatment of issues is immensely shallow. Instead of specific policy proposals, viewers receive candidates' issue concerns or vague policy preferences such as 'I favor reformed welfare', 'I want to cut spending', 'I want to give every American a shot at the American Dream'. The ads are more abundant in details when the focus is negative, but even then the accuracy is doubtful due to ads' length. Spero may be right, when he says that the commercial-length ad is 'a perfect vehicle for perpetuating lies and deception'. Recent changes in the U.S. political advertising regulation, requiring that the sponsoring candidate is always present to endorse the ad's message look well set to result in positive changes of advertising content. Under the new law, it will be more difficult to produce and distribute political messages that some consider degrading to the electoral process. Given the voters low levels of political engagement, which seems to be a worldwide phenomenon, TV political advertising is likely to remain the most common means of reaching the U.S. voters with relevant information, at least until the internet becomes ubiquitous.

INFLUENCE OF 2004 AND 2010 PRESIDENTIAL ELECTIONS RESULTS ON GENERAL EMOTIONAL STATE OF THE ADHERENTS OF DIFFERENT POLITICAL FORCES (Ukrainian title - below)

100%

Mishchehko M.

Sotsiolohiia: teoriia, metody, marketyng (Sociology: Theory, Methods, Marketing)

2010

issue 3

41-51

(Title on Ukrainian - 'Vplyv rezul'tativ prezydents'kykh vyboriv 2004 i 2010 rokiv na emotsiine samopochuttia prykhyl'nykiv riznykh politychnykh syl'). The article studies the influence of 2004 and 2010 presidential elections results on emotional status of the adherents of the two main political camps, i. e. the Orange and the White-and-Blue. The common traits and differences in emotional reaction to the changes in political situation between representatives of these groups have been revealed. In the situation when there are adherents of different ideological conceptions in the society, when they have different, sometimes contrary appraisals of social and political processes, there is the probability of origination of emotional polarization in the society. The author demonstrates that the level of emotional polarization in the Ukrainian society which was high in 2005 is gradually decreasing. However, the course of political events continues to influence emotional status of the society members. Relatively high emotional significance of the course of political events for the Orange electorate equally with dissatisfaction of this course permits to make a conclusion about the existence of marked protest potential of the Orange electorate.

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1 Sotsiolohiia: teoriia, metody, marketyng (Sociology: Theory, Methods, Marketing)

1 Studia Polityczne (Political Studies)

1 Mishchehko M.

1 Pludowski T.

1 2010

1 2004

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How Television Serves the American Electorate: The Message of U.S. Political Advertising

INFLUENCE OF 2004 AND 2010 PRESIDENTIAL ELECTIONS RESULTS ON GENERAL EMOTIONAL STATE OF THE ADHERENTS OF DIFFERENT POLITICAL FORCES (Ukrainian title - below)