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Communication Research Reports Volume 36, 2019 - Issue 5
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Articles

Greek political advertising in retrospect: a longitudinal approach

Eirini Tsichla Eirini Tsichla is an Assistant Professor at the Department of Communication and Digital Media of the University of Western Macedonia in Greece and a Research Fellow at the University of Macedonia in Greece. She holds a Bachelor’s degree in Economics from the Aristotle University of Thessaloniki, an MSc in Marketing with distinction from the University of Stirling in Scotland, UK and a Ph.D. in Μarketing from the Aristotle University of Thessaloniki. Her research interests lie in the field of advertising, gender and atmospherics. She has published articles in international peer reviewed journals such as the International Journal of Advertising, the Journal of Marketing Communications and the International Review on Public and Nonprofit Marketing. Her work has been also presented in international marketing and advertising conferences including the European Marketing Academy Conference (EMAC) and the International Conference on Research in Advertising (ICORIA).Correspondence[email protected]
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Leonidas Hatzithomas Dr. Leonidas Hatzithomas is an assistant professor in the Department of Business Administration at the University of Macedonia, Greece. His research interests include humor, metaphors and gender issues in advertising, political advertising and social media communications. He has published in a number of journals, including the International Marketing Review, International Journal of Advertising, Psychology & Marketing, Food Research International, Journal of Product & Brand Management, Journal of Gender Studies, Humor:International Journal of Humor Research, Journal of Marketing Communications, International Review on Public and Nonprofit Marketing, International Journal of Internet Marketing & Advertising, Journal of Customer Behaviour and Journal of Current Issues & Research in Advertising. He has presented his work at a number of international academic conferences, such as European Marketing Academy Conference (EMAC), International Conference on Research in Advertising (ICORIA) and International Conference on Corporate and Marketing Communications (CMC).ORCID Iconhttps://orcid.org/0000-0002-1478-725X
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Christina Boutsouki Christina Boutsouki holds a BSc in Mathematics, an MSc in Operational Research and a PhD in Marketing. She is currently an Associate Professor of Marketing at Aristotle University of Thessaloniki, Greece. Her research interests lie in the areas of Consumer Behaviour, Advertising, Neuromarketing and Social Media Marketing. Recent projects focus on the effectiveness of humorous advertising, the use and effectiveness of minimal advertising, consumer engagement in social media and the use of emotions in political communication. She has published her work in the International Journal of Advertising, International Marketing Review, International Journal of Retail & Distribution Management, International Journal of Humor Research, Journal of Current Issues and Research in Advertising and the International Journal of Internet Marketing and Advertising among others.
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Konstantinos Zotos Kostas Zotos is a graduate of the Department of Applied Informatics of the University of Macedonia. He holds a Master’s degree in Management and Information Technology from the Aristotle University of Thessaloniki. He is working as an IT specialist in public schools and other institutes. He is specialized in statistical surveys, metrics, big data analysis and information mining. His research interests are advertising on social media, statistics, mathematical  algorithms and data mining.
Pages 404-414 | Published online: 31 Oct 2019
 
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Abstract

Drawing on the theory of affective intelligence, the present study considers the prolonged recession in Greece as a major event that increased the levels of people’s anxiety and propelled changes in political communication. The purpose of the study was to analyze the tone and the emotional appeals of 584 political advertisements aired over a decade of economic, social and political turmoil. A comparison of the pre-recession (2004–2009) to the recession period (2010–2015) highlighted that comparative advertising among major political parties increased in times of recession. Variations in the emotional appeals were also identified with major parties focusing on negative emotions, whereas minor parties relied mostly on joyful appeals and the use of humor. The findings indicated that during the recession, campaign strategies seem to aim at the manipulation of people’s emotions, alternating between positive and negative tone of advertisement and between the emotional appeals of joy, humor, anger and fear.

Disclosure statement

No potential conflict of interest was reported by the authors.

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