Examining verbal style in presidential campaign spots

Abstract

Presidential candidates rely on political television spots to communicate their messages to voters, and the language used in spots conveys the verbal style of the candidate. This analysis of 1267 presidential spot units from 1952 through 1996 uses computerized content analysis to identify the presence of verbal style previously identified by Roderick Hart: optimism, realism, activity, and certainty. Findings show different patterns for different presidential candidates, but overall trends suggest that optimism, realism, and certainty has been decreasing. Differences in verbal style for political parties, incumbents and challengers, and winners and losers are also explored.