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2017 | OriginalPaper | Buchkapitel

4. Political Advertising in the 2016 Presidential Election

verfasst von : Scott Dunn, John C. Tedesco

Erschienen in: The 2016 US Presidential Campaign

Verlag: Springer International Publishing

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Abstract

Scott Dunn and John C. Tedesco review the strategies that dominated the candidate’s televised advertising messages and discuss some of the opportunities seized or missed by the campaigns. Unlike the past several presidential elections, televised advertising spending did not exceed the prior election spending. In addition, the narratives of the campaigns were not driven by the rhetoric of the ads. Both candidates relied heavily upon negative advertising. The ads reinforced perceptions that neither candidate was fit for office. The authors suggest perhaps if either candidate had run a few more positive ads to give voters an affirmative reason to vote for them rather than trying to convince voters they were the lesser evil, they could have pulled away and won the election convincingly.

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Vorheriges Kapitel The Presidential Debates 2016

Nächstes Kapitel The Social Media Election of 2016

Max Galka, “What Trump and Hillary Spent vs Every General Election Candidate Since 1960,” Metrocosm, last modified November 7, 2016, http://metrocosm.com/2016-election-spending/.

Wesleyan Media Project, “Presidential Ad Volume Less than Half of 2012,” last modified October 18, 2016, http://mediaproject.wesleyan.edu/releases/oct-2016/

Kathleen Ronayne and Jill Colvin, “In ME, Trump strikes back on US Chamber on Trade,” Associated Press, last modified June 29, 2016, http://bigstory.ap.org/article/6517ec1db84c43a99b6070e1e9453d04/me-trump-strikes-back-us-chamber-trade, para. 10.

Ed Rogers, “Trump says his campaign doesn’t need money or ads. Is he serious?” The Washington Post, last modified July 1, 2016, https://www.washingtonpost.com/blogs/post-partisan/wp/2016/07/01/trump-says-his-campaign-doesnt-need-money-or-ads-is-he-serious/?utm_term=.1c872dc7e60a.

McManus, “The best political ads of the 2016 campaign.”

Doyle McManus, “The best political ads of the 2016 campaign,” Los Angeles Times, last modified October 26, 2016, http://www.latimes.com/opinion/op-ed/la-oe-mcmanus-best-ads-20161026-snap-story.html. The quote is from Vanderbilt political scientist, John G. Geer, para 4.

Eric Van Steenburg, “Areas of Research in Political Advertising: A Review and Research Agenda,” International Journal of Advertising 34, no. 2 (2015): 195–231.

Anne Johnston and Lynda Lee Kaid, “Image Ads and Issue Ads in U.S. Presidential Advertising: Using Videostyle to Explore Stylistic Differences in Televised Political Ads from 1952 to 2000,” Journal of Communication 52, no. 2 (2002): 281–300.

Prashanth Bhat, Alyson Farzad-Phillips, Morgan Hess, Lauren Hunter, Nora Murphy, Claudia Serrano Rico, Kyle Stephan, and Gareth Williams, “A Report on Presidential Advertising and the 2016 General Election: A Referendum on Character,” Political Advertising Resource Center, last modified November 7, 2016, https://parcumd.files.wordpress.com/2016/11/parc-report-2016-v-21.pdf.

Johnston and Kaid, “Image Ads and Issue Ads in U.S. Presidential Advertising.”

Erika Franklin Fowler and Travis N. Ridout, “Negative, Angry, and Ubiquitous: Political Advertising in 2012,” The Forum: A Journal of Applied Research in Contemporary Politics 10, no. 4 (2012): 51–61. John C. Tedesco and Scott W. Dunn, “Political Advertising in the 2012 U.S. Presidential Election,” in The 2012 Presidential Campaign: A Communication Perspective, ed. Robert E. Denton Jr. (Lanham, MD.: Rowman & Littlefield, 2013).

Amy E. Jasperson and David P. Fan, “An Aggregate Examination of the Backlash Effect in Political Advertising: The Case of the 1996 U.S. Senate Race in Minnesota,” Journal of Advertising 31, no. 1 (2002): 1–12. Spencer F. Tinkham and Ruth Ann Weaver-Lariscy, “A Diagnostic Approach to Assessing the Impact of Negative Political Television Commercials,” Journal of Broadcasting & Electronic Media 37, no. 4 (1993): 377–400.

Hsuan-Yi Chou and Nai-Hwa Lien, “How do Candidate Poll Ranking and Election Status Affect the Effects of Negative Political Advertising?,” International Journal of Advertising 29, no. 5 (2010): 815–834.

Johnston and Kaid, “Image Ads and Issue Ads in U.S Presidential Advertising,” 289.

Judith S. Trent, Robert V. Friedenberg, and Robert E. Denton, Jr., Political Campaign Communication: Principles & Practices (eight edition, Lanham, MD: Rowman & Littlefield, 2016), 122.

Fowler and Ridout, “Negative, Angery, and Ubiquitous,” 59.

Paul W. Clark and Monica B. Fine, “Expanding Direction-of-Comparison Theory and Its Applications for Political Advertising Practitioners,” Journal of Management and Marketing Research 10 (2012): http://www.aabri.com/manuscripts/111031.pdf. Bruce Pinkleton, “The Effects of Negative Comparative Political Advertising on Candidate Evaluations and Advertising Evaluations: An Exploration,” Journal of Advertising 26, no. 1 (1997): 19–29.

Bhat, Farzad-Phillips, Hess, Hunter, Murphy, Rico, Stephan, and Williams, “A Report on Presidential Advertising and the 2016 General Election.”

Harry Enten, “Americans’ Distaste for both Trump and Clinton Is Record-Breaking,” Fivethirtyeight, last modified on May 5, 2016, http://fivethirtyeight.com/features/americans-distaste-for-both-trump-and-clinton-is-record-breaking/.

Stanford University, “Campaign 2016—Presidential General Election Ads,” Political Communication Lab, https://pcl.stanford.edu/campaigns/2016/. Unless otherwise noted, all ads quoted here are taken from this site, and the titles used will be those used by the site. The archive’s General Election page includes ads released on July 14 or later. Because it was evident that Trump and Clinton were going to be their party’s nominees well before this date, both campaigns produced ads attacking each other before the general election could really be said to have begun. These earlier ads are excluded from this analysis because most appear to have been produced for online-only distribution and/or for screening at the parties’ conventions. Additionally, these ads seem to have reflected the same themes as in the official general election ads. We will occasionally reference earlier ads in the endnotes when they contribute additional insight into advertising during the election.

For examples of such ads, see “For Those Who Depend on Us,” “Watch,” “Measure,” “Children,” and “Families First.”

Trent, Friedenberg, and Denton, Political Campaign Communication, Peace Little Girl (Daisy), The Living Room Candidate, http://www.livingroomcandidate.org/commercials/1964/peace-little-girl-daisy.

The Clinton campaign achieved a similar effect by invoking the classic “Confessions of a Republican” ad from the 1964 campaign. This web-only ad featured the same actor, Bill Bogert, and much of the same language from the original ad. Rebecca Savransky, “Clinton Revisits ‘Confessions of a Republican’ in New Ad,” The Hill, July 18, 2016, http://thehill.com/blogs/ballot-box/presidential-races/288115-clinton-releases-confessions-of-a-republican-ad.

Donald J. Trump, “Donald J. Trump Statement on Preventing Muslim Immigration,” last modified December 7, 2015, https://www.donaldjtrump.com/press-releases/donald-j.-trump-statement-on-preventing-muslim-immigration.

Khizr Khan, “Full Text: Khizr Khan’s Speech to the 2016 Democratic National Convention,” ABC New, last modified August 1, 2016, http://abcnews.go.com/Politics/full-text-khizr-khans-speech-2016-democratic-national/story?id=41043609.

Steve Turnham, “Donald Trump to Father of Fallen Soldier: ‘I’ve Made a Lot of Sacrifices,’” ABC News, last modified July 20, 2016, http://abcnews.go.com/Politics/donald-trump-father-fallen-soldier-ive-made-lot/story?id=41015051.

For more about why this ad is effective, see Jeremy Stahl, “Hillary’s New Humayun Khan Ad Is Brutal to Watch and Devastatingly Effective,” Slate, last modified October 21, 2016, http://www.slate.com/blogs/the_slatest/2016/10/21/hillary_s_new_khizr_khan_ad_is_brutal_to_watch_and_so_effective.html.

Hope Racine, “Who Is Anastasia Somoza? Hillary Clinton’s Debate Guest Is Adamantly with Her,” Bustle, last modified September 26, 2016, https://www.bustle.com/articles/186156-who-is-anastasia-somoza-hillary-clintons-debate-guest-is-adamantly-with-her.

Patrick Healy and Jonathan Martin, “Hillary Clinton Assails James Comey, Calling Email Decision ‘Deeply Troubling,’” The New York Times, last modified October 29, 2016, https://www.nytimes.com/2016/10/30/us/politics/hillary-clinton-emails-fbi-anthony-weiner.html.

Glenn Kessler, “About the Fact Checker,” The Washington Post, last modified September 11, 2013, https://www.washingtonpost.com/news/fact-checker/about-the-fact-checker/?utm_term=.e19d30c86595.

Jessie Hellmann, “Watch: Videos Show Clinton Collapse After 9/11 Memorial,” The Hill, last modified September 11, 2016, http://thehill.com/blogs/ballot-box/presidential-races/295341-watch-clinton-collapses-after-9-11-memorial.

Amy Chozick, “Hillary Clinton Calls Many Trump Backers ‘Deplorables,’ and G.O.P. Pounces,” The New York Times, last modified September 10, 2016, https://www.nytimes.com/2016/09/11/us/politics/hillary-clinton-basket-of-deplorables.html.

Angie Drobnic Holan, “In Context: Hillary Clinton and the ‘Basket of Deplorables,’” Politifact, last modified September 11, 2016, http://www.politifact.com/truth-o-meter/article/2016/sep/11/context-hillary-clinton-basket-deplorables/.

Bhat, Farzad-Phillips, Hess, Hunter, Murphy, Rico, Stephan, and Williams, “A Report on Presidential Advertising and the 2016 General Election,” 2. Emphasis in original.

Carl Bialik, “Voter Turnout Fell, Especially in State that Clinton Won,” Fivethirtyeight, last modified November 11, 2016, https://fivethirtyeight.com/features/voter-turnout-fell-especially-in-states-that-clinton-won/.

Titel: Political Advertising in the 2016 Presidential Election
verfasst von: Scott Dunn
John C. Tedesco
Verlag: Springer International Publishing
Buch: The 2016 US Presidential Campaign
Print ISBN: 978-3-319-52598-3

Electronic ISBN: 978-3-319-52599-0

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-3-319-52599-0_4