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dc.contributor.advisorAubrey, Jennifer Stevenseng
dc.contributor.authorVerser, Rebecca Mae, 1974-eng
dc.coverage.spatialUnited Stateseng
dc.date.issued2007eng
dc.date.submitted2007 Springeng
dc.descriptionThe entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file.eng
dc.descriptionTitle from title screen of research.pdf file (viewed on October 10, 2007)eng
dc.descriptionVita.eng
dc.descriptionIncludes bibliographical references.eng
dc.descriptionThesis (Ph. D.) University of Missouri-Columbia 2007.eng
dc.descriptionDissertations, Academic -- University of Missouri--Columbia -- Communication.eng
dc.description.abstractThis study used impression management theory and framing to explore how George W. Bush and John F. Kerry used nonverbal behavior cues (body movement, eye gaze, facial expression, posture, gestures, and dress/clothing) and production techniques (camera angle, camera shot, light angle, color, motion, production style, setting (formality), setting (location), symbols, others in shot, and shot length) in their respective visually comparative televised advertisements in the general election in 2004. This study sought to determine the differences and similarities between the two candidates in how they portrayed themselves as candidate and how they portrayed each other as opponent. Several differences were found and expected, since one of the goals of political advertising is to set the candidates apart from one another. However, there were also quite a few similarities in how Bush and Kerry used visual imagery in their respective ads. Both candidates appear to have used visual imagery to create impressions or frame themselves in a manner that emphasizes specific characteristics. It seems that both men wanted to appear serious about the campaign, issues, and being President; that both candidates wanted to appear in control of themselves and their surroundings; and that both men wanted to appear strong/powerful. Additionally, Kerry, it seems, also wanted to appear approachable and average, "of the people". Regarding how the candidates portrayed each other, it seems that Bush sent mixed visual messages (e.g., leader-like, but also laidback) about Kerry to the viewers of the ads, but that Kerry was more uniform in how he presented Bush (e.g., inferior, deceitful, and threatening) to audiences. Neither candidate, however, used visual imagery in their shots to conclusively create specific impressions of their opponent.eng
dc.identifier.merlin.b60078960eng
dc.identifier.oclc173996007eng
dc.identifier.otherVerserR-050507-D7549eng
dc.identifier.urihttp://hdl.handle.net/10355/4696eng
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcollectionUniversity of Missouri--Columbia. Graduate School. Theses and Dissertationseng
dc.subject.lcshBush, George W. (George Walker), 1946-eng
dc.subject.lcshKerry, John, 1943-eng
dc.subject.lcshPresidents -- Electioneng
dc.subject.lcshPolitical campaignseng
dc.subject.lcshAdvertising, Politicaleng
dc.subject.lcshTelevision advertisingeng
dc.titleThe 2004 presidential election between George W. Bush and John F. Kerry: an analysis of visually comparative televised advertisementseng
dc.typeThesiseng
thesis.degree.disciplineCommunication (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelDoctoraleng
thesis.degree.namePh. D.eng


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