The 2004 presidential election between George W. Bush and John F. Kerry: an analysis of visually comparative televised advertisements

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The 2004 presidential election between George W. Bush and John F. Kerry: an analysis of visually comparative televised advertisements

Please use this identifier to cite or link to this item: http://hdl.handle.net/10355/4696

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dc.contributor.advisor Aubrey, Jennifer Stevens en_US
dc.contributor.author Verser, Rebecca Mae, 1974- en_US
dc.coverage.spatial United States
dc.date.accessioned 2010-01-12T18:40:35Z
dc.date.available 2010-01-12T18:40:35Z
dc.date.issued 2007 en_US
dc.date.submitted 2007 Spring en
dc.identifier.other VerserR-050507-D7549 en_US
dc.identifier.uri http://hdl.handle.net/10355/4696
dc.description The 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.description Title from title screen of research.pdf file (viewed on October 10, 2007) en_US
dc.description Vita. en_US
dc.description Includes bibliographical references. en_US
dc.description Thesis (Ph. D.) University of Missouri-Columbia 2007. en_US
dc.description Dissertations, Academic -- University of Missouri--Columbia -- Communication. en_US
dc.description.abstract This 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.language.iso en_US en_US
dc.publisher University of Missouri--Columbia en_US
dc.relation.ispartof 2007 Freely available dissertations (MU) en_US
dc.subject.lcsh Bush, George W. (George Walker), 1946- en_US
dc.subject.lcsh Kerry, John, 1943- en_US
dc.subject.lcsh Presidents -- Election en_US
dc.subject.lcsh Political campaigns en_US
dc.subject.lcsh Advertising, Political en_US
dc.subject.lcsh Television advertising en_US
dc.title The 2004 presidential election between George W. Bush and John F. Kerry: an analysis of visually comparative televised advertisements en_US
dc.type Thesis en_US
thesis.degree.discipline Communication en_US
thesis.degree.grantor University of Missouri--Columbia en_US
thesis.degree.name Ph. D. en_US
thesis.degree.level Doctoral en_US
dc.identifier.merlin .b60078960 en_US
dc.identifier.oclc 173996007 en_US
dc.relation.ispartofcommunity University of Missouri-Columbia. Graduate School. Theses and Dissertations. Dissertations. 2007 Dissertations


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