Please use this identifier to cite or link to this item:
http://hdl.handle.net/20.500.12128/12302| Title: | Negative TV advertising in the 2016 US presidential campaign |
| Other Titles: | Telewizyjna reklama negatywna w amerykańskiej kampanii prezydenckiej w 2016 roku |
| Authors: | Olszanecka-Marmola, Agata Marmola, Maciej |
| Keywords: | Negative advertising; US presidential campaign |
| Issue Date: | 2018 |
| Citation: | "Res Rhetorica" 2018, no. 2, s. 29-44 |
| Abstract: | 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. |
| URI: | http://hdl.handle.net/20.500.12128/12302 |
| DOI: | 10.29107/rr2018.2.3 |
| ISSN: | 2392-3113 |
| Appears in Collections: | Artykuły (WNS) |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Olszanecka-Marmola_Negative_TV_advertising_in_the.pdf | 446,59 kB | Adobe PDF | View/Open |
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