alexa Abstract | Functions and Topics of 2012 American Presidential Advertising: An Increase in Attacks?
ISSN: 2165-7912

Journal of Mass Communication & Journalism
Open Access

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Abstract

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.

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Author(s): William L. Benoit1* and Jordan Compton2

Keywords

2012, President, TV spots, Functions, Topics,Incumbency, Broadcasting,Food Advertising,Health Communication,Internet,Journalism of social,Marketing Communication,Mass Communication,News Media,Political Communication,Journalism Public Affairs,Social Inequality,Social Media Communication,Social Networking, Telecommunication,Community Journalism, Digital Advertising,Photo Journalism, Information,Arab media, Fox News, Al Jazeera, Arab Spring movement

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