Activity, certainty, optimism, and realism: The verbal style in televised presidential campaign commercials.

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dc.contributor.advisorKaid, Lynda Lee,en_US
dc.contributor.authorBallotti, R. John, Jr.en_US
dc.date.accessioned2013-08-16T12:29:37Z
dc.date.available2013-08-16T12:29:37Z
dc.date.issued1997en_US
dc.description.abstractPresidential campaign commercials have been analyzed to determine their effectiveness with respect to length and style. However, to this point, no study has attempted to count and categorize the words used in the commercials. The current study analyzed 1178 televised presidential campaign commercials in terms of their activity, certainty, optimism, and realism.en_US
dc.description.abstractThese variables identify a verbal style and differences between winners and losers, and between incumbents and nonincumbents, with respect to the words used in their campaign commercials. Most striking in the findings was the overall low use of certainty words in the advertisements. This indicates that DICTION may not provide the correct variables for analyzing and interpreting campaign commercials. It is suggested that other variables be designed to measure the persuasiveness of presidential campaign commercials.en_US
dc.description.abstractThe commercials were transcribed from video tapes to computer disk. The transcriptions were then submitted to a computer content analysis to count and categorize the words with respect to the four major variables. The four variables were constructed using the formulas prescribed by Hart (1984).en_US
dc.format.extentxi, 201 leaves ;en_US
dc.identifier.urihttp://hdl.handle.net/11244/5474
dc.noteSource: Dissertation Abstracts International, Volume: 58-03, Section: A, page: 0852.en_US
dc.noteAdviser: Lynda Lee Kaid.en_US
dc.subjectMass Communications.en_US
dc.subjectCommunication in politics United States.en_US
dc.subjectPolitical Science, General.en_US
dc.subjectPresidents United States Election.en_US
dc.subjectTelevision in politics United States.en_US
dc.subjectAdvertising, Political United States.en_US
dc.subjectBusiness Administration, Marketing.en_US
dc.subjectLanguage, Rhetoric and Composition.en_US
dc.thesis.degreePh.D.en_US
dc.thesis.degreeDisciplineDepartment of Communicationen_US
dc.titleActivity, certainty, optimism, and realism: The verbal style in televised presidential campaign commercials.en_US
dc.typeThesisen_US
ou.groupCollege of Arts and Sciences::Department of Communication
ou.identifier(UMI)AAI9724430en_US

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