Telewizyjna reklama negatywna w amerykańskiej kampanii prezydenckiej w 2016 roku

Autor

  • Agata Olszanecka-Marmola Uniwersytet Śląski w Katowicach
  • Maciej Marmola Uniwersytet Śląski w Katowicach

DOI:

https://doi.org/10.29107/rr2018.2.3

Abstrakt

Prezentowane badania opisują styl przekazu i techniki użyte w telewizyjnych reklamach z amerykańskiej kampanii prezydenckiej z 2016 roku. Wyniki jednoznacznie wskazują na postępującą negatywizację przekazu kampanijnego. Zarówno Hilary Clinton, jak i Donald Trump skupili się w spotach głównie na dyskredytowaniu politycznego przeciwnika. Dodatkowo treści zawarte w negatywnych reklamach telewizyjnych częściej odnosiły się do kwestii wizerunkowych (image ads) aniżeli problemowych (issue ads).

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Opublikowane

2018-07-01

Jak cytować

Olszanecka-Marmola, Agata, i Maciej Marmola. 2018. „Telewizyjna Reklama Negatywna W amerykańskiej Kampanii Prezydenckiej W 2016 Roku”. "Res Rhetorica" 5 (2). https://doi.org/10.29107/rr2018.2.3.