2018•Res RhetoricaOpen access

Negative TV Advertising in the 2016 US Presidential Campaign

Agata Olszanecka-Marmola, Maciej Marmola

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.

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Key concepts: Presidential campaign, Advertising, Political advertising, Presidential system, Politics, Television advertising, Adversary, Character (mathematics)