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This is a presentation created Spring 2009 for Political Communication. It compared the negative advertisements from the Presidential Campaigns from 1984-2008

This is a presentation created Spring 2009 for Political Communication. It compared the negative advertisements from the Presidential Campaigns from 1984-2008

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Neg ads powerpoint Neg ads powerpoint Presentation Transcript

  • Frames of Negative Presidential Campaign Television Ads 1984 – 2008 Jenna Litchfield & Autumn Oster
  • What is a negative ad?
    • Comparing the two candidates
    • Comparing policy decisions
    • Content in ad
  • Framing Analysis
    • “ Frames were defined as mental orientation that organize perception and interpretation”
    • “ They are based on past experiences of what worked in given situations and on cultural templates of appropriate behavior.”
    • “ Frames are used to blur distinctions between frames and the other factors such as values, norms, identity, solidarity and grievances.”
            • Hank Johnston, Social Movements and Culture
  • 1984 Ronald Reagan (R) vs. Walter Mondale (D)
    • Tax breaks
    • Economy
    • “ Leadership that’s working”
    • Comparison of 1980 and 1984
  • 1988 George H. Bush (R) vs. Michael Dukakis (D)
    • Inconsistent
    • Retaliated too late
    • Lack of Credibility
    • Can’t rely on him to get work done
  • 1992 William “Bill” Clinton (D) vs. George H. Bush (R)
    • Indecisive
    • Higher Taxes
    • Arkansas
    • Tax increases
    • Healthcare increases
  • 1996 William “Bill” Clinton (D) vs. Robert “Bob” Dole (R)
    • Clinton’s character
    • Clinton’s intelligence
    • Protecting children
    • Doles “desperate negative attacks”
  • 2000 George W. Bush (R) vs. Al Gore (D)
    • Tax breaks
    • Focus on the middle class
    • Gore will spend too much money
    • Focus needs to be on America
  • 2004 George W. Bush (R) vs. John Kerry (D)
    • War in Iraq
    • Military strength
    • War in Iraq
    • Kerry’s lack of decision and lies
  • 2008 Barack Obama (D) vs. John McCain (R)
    • Obama’s inexperience
    • Obama’s a celebrity not a leader
    • Economy
    • McCain mirrors Bush
  • Evidence
    • Did the ads work?
    • How did they effect the public?
    • Have campaigns run more negative ads over time?
    • How did we come to these conclusions?
  • Frames of 1984 – 2008 Elections