Abstract
Presented research describes the character of message and techniques used in TV political advertising during the 2016 US presidential campaign. The results unambiguously indicate a steady increase in the use of negative ads during political campaign. Television commercials of Hilary Clinton and Donald Trump focused mostly on discrediting their political opponent. In addition, the content of negative ads more frequently referred to image characteristics than to issues.
Highlights
The 2016 presidential campaign in the United States was a historic one for several reasons
This way the Republican candidate tried to make the lack of political experience his asset and to discredit Hillary Clinton, who was presented in Trump’s campaign as a member of corrupt establishment
Our research confirmed that the 2016 presidential campaign in the United States was highly negative as regards TV campaign ads
Summary
The 2016 presidential campaign in the United States was a historic one for several reasons It was the first time a woman – a former First Lady, New York state senator and secretary of state, Hillary Clinton – was nominated in one of the two major parties. Her rival was Donald Trump, a businessman who received the presidential nomination from the Republicans despite the lack of support from Republican elites. The 2016 presidential campaign was even deemed one of the most brutal campaigns in history
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