Affiliation:
1. School of Journalism and Mass Communication at the University of North Carolina, Chapel Hill
Abstract
The purpose of this study was to explore communication strategies and styles used by female politicians in television advertising. Ads from five 1986 Senate campaigns featuring women candidates were looked at in terms of commercial format, style of language, inclusion of negative attacks, and issue appeals. Findings indicate that these female candidates focused on issues and stayed away from negative advertising in their ads. Their ads also tended to highlight their competency as political officials and their past accomplishments.
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29 articles.
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