Political Television Advertising in Campaign 2000

Abstract

Most studies of political advertising focus on presidential television spots. However, far more commercials are broadcast for other races. This study applies the functional theory of political campaign discourse to 584 television spots from presidential, gubernatorial, senatorial, house, and local races in the 2000 election. The most common functions were acclaims (67%) followed by attacks (32%) and defenses (1%). When non-presidential ads are examined, incumbents acclaimed more and attacked less than challengers. Party-sponsored ads employed more attacks than ads sponsored by the candidates. These messages emphasized policy more than character (62% against 38%). Democratic candidates discussed policy more than Republicans. Presidential and gubernatorial ads (executive offices) discussed policy more than ads for other offices.

Keywords:

• The functional theory of political campaign discourse
• Political advertising

Additional information

Notes on contributors

David Airne

David Airne (MA, 1998 North Dakota State University; Graduate Candidate University of Missouri—Columbia) is an Instructor at the University of Alabama College of Communication & Information Services, Department of Communication Studies, University of Alabama, Box 870172, Tuscaloosa, AL 35487-0172, USA (Tel: [phone]; Fax: [phone]; Email: [email protected])

William L. Benoit

William L. Benoit (Ph.D. 1979, Wayne State University) is Professor of Communication at University of Missouri—Columbia, Department of Communication, 115 Switzler Hall, Columbia, MO 65211-2310, USA (Tel: [phone]; Email: [email protected])