[-] Show simple item record

dc.contributor.advisorAubrey, Jennifer Stevensen_US
dc.contributor.authorVerser, Rebecca Mae, 1974-en_US
dc.coverage.spatialUnited States
dc.date.issued2007eng
dc.date.submitted2007 Springen
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.en_US
dc.descriptionTitle from title screen of research.pdf file (viewed on October 10, 2007)en_US
dc.descriptionVita.en_US
dc.descriptionIncludes bibliographical references.en_US
dc.descriptionThesis (Ph. D.) University of Missouri-Columbia 2007.en_US
dc.descriptionDissertations, Academic -- University of Missouri--Columbia -- Communication.en_US
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.en_US
dc.identifier.merlin.b60078960en_US
dc.identifier.oclc173996007en_US
dc.identifier.otherVerserR-050507-D7549en_US
dc.identifier.urihttp://hdl.handle.net/10355/4696
dc.publisherUniversity of Missouri--Columbiaen_US
dc.relation.ispartof2007 Freely available dissertations (MU)en_US
dc.relation.ispartofcommunityUniversity of Missouri-Columbia. Graduate School. Theses and Dissertations. Dissertations. 2007 Dissertations
dc.subject.lcshBush, George W. (George Walker), 1946-en_US
dc.subject.lcshKerry, John, 1943-en_US
dc.subject.lcshPresidents -- Electionen_US
dc.subject.lcshPolitical campaignsen_US
dc.subject.lcshAdvertising, Politicalen_US
dc.subject.lcshTelevision advertisingen_US
dc.titleThe 2004 presidential election between George W. Bush and John F. Kerry: an analysis of visually comparative televised advertisementsen_US
dc.typeThesisen_US
thesis.degree.disciplineCommunicationen_US
thesis.degree.grantorUniversity of Missouri--Columbiaen_US
thesis.degree.levelDoctoralen_US
thesis.degree.namePh. D.en_US


Files in this item

[PDF]
[PDF]
[PDF]

This item appears in the following Collection(s)

[-] Show simple item record