Telewizyjna reklama negatywna w amerykańskiej kampanii prezydenckiej w 2016 roku

Agata Olszanecka-Marmola, Maciej Marmola

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

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