Abstract
This study explores the differences in techniques, strategies, narratives, and symbols used in televised issue ads and image ads from U.S. presidential campaigns. A content analysis was done of 1,213 ads from the past 13 U.S. presidential elections coded as either issue ads or image ads. Findings indicate that there are key differences in the style of image ads and issue ads. In issue ads, the candidate tends to speak for himself, appear on camera speaking to the viewer, and use emotional language in making the appeal. In image ads, an anonymous announcer is the dominant speaker, and source credibility appeals are the most popular appeals. Although the majority of both types of ads were positive, negative appeals dominated a higher percentage of issue ads as compared with image ads.
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