Functions and Topics of 2012 American Presidential Advertising: An Increase in Attacks?
- *Corresponding Author:
- William L. Benoit
School of Communication Studies, Ohio University, USA
E-mail: [email protected]
Received April 26, 2016; Accepted May 09, 2016; Published May 16, 2016
Citation: William L. Benoit, Compton J (2016) Functions and Topics of 2012 American Presidential Advertising: An Increase in Attacks? J Mass Communicat Journalism 6:297. doi:10.4172/2165-7912.1000297
Copyright: © 2016 William L. Benoit, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
The American presidential campaign in 2008 saw a sharp upturn in attacks in advertising: Was that an anomalous result or does in presage a trend in presidential advertising? Notably, the increase in negativity in TV spots was not accompanied by an increase in attacks in other media, such as televised debates. The 2012 American presidential general election featured Democratic incumbent Barack Obama and Republican challenger Mitt Romney. In sharp contrast to earlier campaigns (those prior to 2008), the two candidates combined used more attacks (66%) than acclaims (32%); this essay argues that this shift reflects a sea change in presidential election advertising prompted by the rising costs of presidential campaigns and candidates’ recent decision to decline federal campaign financing and raise money throughout the campaign.