Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
May I Interest You in a Freshly Brewed Presidential Candidate?: An Analysis of Presidential Campaign Television Advertisements in the United States, 1952-2016
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study aims to shed light on the relationship between the commercial advertising model AIDA (Awareness/Attention, Interest, Desire, Action) and political television advertising, with a historical perspective being of extra interest. In order to do so, the study made use of theories concerning the AIDA-model, representation, rhetoric (with focus on ethos, pathos, and logos), and the professionalisation of political communication. The methodology involved qualitative analyses of 18 official political campaign advertisements from nine United States presidential elections between the years 1952-2016. One issue-ad from each candidate (Republicans and Democrats only) from every other election was strategically chosen for examination. Each advertisement was then analysed both as it relates to its rhetorical content as well as its structure with the defined four stages of the AIDA-model in mind, with any potential patterns between the rhetoric and the structure being taken into account.

The results of the study suggest that while the AIDA-model can be recognised in political television advertisements in the United States since the inception in the 1950s, the advertisements from the post-modern phase of the professionalisation of political communication (1985-) seem to place more emphasis, compared to the modern phase (1950s-1985), on the desire stage of the AIDA-model. Furthermore, no distinct differences could be found between the parties from a pure rhetorical and structural standpoint, and both appear to be on practically identical evolutionary paths. An explanation to this could be the escalating reliance on hiring independent experts and specialist to manage the various areas involved with running a political campaign, which is a characteristic of the ever-increasingly professional environment of political communication.

Place, publisher, year, edition, pages
2017. , 48 p.
Keyword [en]
Professionalisation of political communication, The AIDA-model, Rhetorical political analysis, Political advertising, Presidential election campaign
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-36220ISRN: JU-HLK-MKA-2-20170108OAI: oai:DiVA.org:hj-36220DiVA: diva2:1111255
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2017-06-19 Created: 2017-06-18 Last updated: 2017-06-19Bibliographically approved

Open Access in DiVA

fulltext(530 kB)77 downloads
File information
File name FULLTEXT01.pdfFile size 530 kBChecksum SHA-512
72e57b3ca1a4aa10ac782ff3c740aebfd54fcf0953a914f71b05d0b130981807e9309967f36deb24f1de087dbc5a81b7bef0475762c5061cada12dae70c5f055
Type fulltextMimetype application/pdf

By organisation
HLK, Media and Communication Studies
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 77 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 202 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf