The language of emotion in televised political advertising: Presidential spots, 1960--1996.

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dc.contributor.advisorKaid, Lynda Lee,en_US
dc.contributor.authorO'geary, James Steven.en_US
dc.date.accessioned2013-08-16T12:30:54Z
dc.date.available2013-08-16T12:30:54Z
dc.date.issued2000en_US
dc.description.abstractThrough computerized lexical analysis of 1,209 televised political commercials aired by the Democratic and Republican party's presidential nominees during general elections from 1960 to 1996, this study discerns which words thought to elicit emotional responses from audiences are present in these political messages. Quantifying the verbal content of these ads, using DICTION 4.0, yields substantive data about the nature of emotional appeals in televised political advertising. Findings reveal that the use of emotion-evoking language, a continual feature of presidential campaign commercials, has decreased since 1960. Findings also suggest that 50% of the political spots analyzed are characteristic of Agres' wheel of emotions. Results indicate significant differences between the use of emotional language in televised political advertising and whether a candidate for president of the United States is a challenger or an incumbent, whether an ad is positive or negative in tone, and whether an ad is issue or image focused.en_US
dc.format.extentxi, 148 leaves :en_US
dc.identifier.urihttp://hdl.handle.net/11244/5960
dc.noteAdviser: Lynda Lee Kaid.en_US
dc.noteSource: Dissertation Abstracts International, Volume: 61-03, Section: A, page: 0807.en_US
dc.subjectPolitical Science, General.en_US
dc.subjectBusiness Administration, Marketing.en_US
dc.subjectTelevision advertising United States.en_US
dc.subjectAdvertising, Political United States.en_US
dc.subjectPresidents United States Election.en_US
dc.subjectLanguage and emotions United States.en_US
dc.subjectMass Communications.en_US
dc.thesis.degreePh.D.en_US
dc.thesis.degreeDisciplineDepartment of Communicationen_US
dc.titleThe language of emotion in televised political advertising: Presidential spots, 1960--1996.en_US
dc.typeThesisen_US
ou.groupCollege of Arts and Sciences::Department of Communication
ou.identifier(UMI)AAI9964767en_US

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