A Comparative Content Analysis of Televised Political Advertising in the United States and Canada in 2004 and 2008.

• Main Author: Mahone, Jessica A.
• Format: Others
• Published: Digital Commons @ East Tennessee State University 2009
• Subjects: US; Canada; political advertising; function; issue; image; Broadcast and Video Studies; Communication; Social and Behavioral Sciences; Social Influence and Political Communication
• Online Access: https://dc.etsu.edu/etd/1808; https://dc.etsu.edu/cgi/viewcontent.cgi?article=3160&context=etd

Analyzing 195 televised political ads from the United States and Canada in 2004 and 2008, this research studies the use of issue and image ads and the attack, acclaim, and contrast function of ads in presidential and federal elections. Results indicate that there is no statistical difference in the use of issue or image ads and no statistical difference in the function of ads in both nations in 2004 and 2008. Issue ads are found to be more commonly used in Canada than in the United States, but there is no statistical difference in the use of acclaim ads between the United States and Canada. Winners in both nations are found to use issue ads more than image ads while winners in Canadian elections were found to use issue ads more than winners of American elections. This study also offers a methodological finding regarding the analysis of issue or image in political advertising. Limitations and implications for future research are also discussed.