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Shyles, Leonard – 1983
A study was conducted to determine the political issues of the 1980 presidential campaigns as expressed by televised political spot advertisements during the primaries. Issue information was coded for 140 30- and 60-second political commercials. An advertisement's issue score was defined as the number of terms used that matched terms from a…
Descriptors: Advertising, Content Analysis, Mass Media Effects, Political Issues
Shyles, Leonard – 1983
A study examined the images of the 1980 presidential election primaries as expressed by televised political spot advertisements. Systematic coding of image content was completed for all 30- and 60-second commercials during the primary campaign. An advertisement's image score was defined as the number of positive evaluations of words and phrases…
Descriptors: Advertising, Content Analysis, Leadership Qualities, Mass Media Effects
