Seeing Spots: A Functional Analysis of Presidential Television Advertisements, 1952-1996

by William L. Benoit

Overview

Benoit provides a comprehensive analysis of presidential television spots from every campaign that used this important message form, from the 1952 campaign through the last national campaign in 1996. More than 1,600 presidential spots are analyzed, from both primary and general campaigns. Republican, Democratic, and third party candidate advertisements are analyzed. He uses the Functional Theory of Political Campaign Discourse, analyzing themes in spots as acclaims (self-praise), attacks (criticism), and defenses (responses to attacks). Themes are classified according to topic. Each of these topics is broken down further (policy: past deeds, future plans, general goals; character: personal qualities, leadership ability, ideals). Contrasts are made between spots from Republicans and Democrats as well as third parties, incumbents and challengers, and winners and losers. The spots from candidates who led, trailed, or were in close races also are contrasted.

Spots are becoming more negative over time, Benoit concludes, in both primary and general campaigns. General campaigns are more negative than primary campaigns, Democrats are more negative than Republicans, and challengers are more negative than incumbents. There are no differences between winners and losers. However, candidates who trailed throughout the campaign were most negative, while candidates in close races were most positive. An important analysis for scholars and researchers in political communication and American presidential politics.

Product Details

ISBN-13:	9780275966454
Publisher:	Bloomsbury Academic
Publication date:	07/30/1999
Series:	Praeger Series in Political Communication
Edition description:	New Edition
Pages:	256
Product dimensions:	6.14(w) x 9.21(h) x 0.62(d)

About the Author

WILLIAM L. BENOIT is Professor of Communication at the University of Missouri. Among his earlier publications are Accounts, Excuses, and Apologies, Candidates in Conflict, and his first Praeger book, Campaign '96.

Table of Contents

Preface
Preliminaries
Introduction: Presidential Television Spots
The Functional Approach to Political Advertising
General Campaigns
In the Beginning: 1952,1956
The Democrats Ascend: 1960, 1964
Nixon's Returban: 1968, 1972
After Watergate: 1976, 1980
Republicans in Control: 1984, 1988
The End of the Millennium: 1992, 1996
Other Campaigns
Primary Campaigns: Who Shall Lead Us?
Third Party Candidates: Another Choice
Comparisons
Contrasts
Conclusions
Appendix

Editorial Reviews

Benoit (communications, U. of Missouri) investigates the use of acclaiming, attacking, and defending in presidential television spots during the whole course of its history. He includes primary elections and some third-party campaigns. After introductions to both the subject and method of study, he analyzes the elections chronologically two-by-two. He concludes with comparisons and contrasts. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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