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dc.contributor.advisorMcKinney, Mitchell S.eng
dc.contributor.authorGlantz, Mark, 1983-eng
dc.date.issued2010eng
dc.date.submitted2010 Springeng
dc.descriptionTitle from PDF of title page (University of Missouri--Columbia, viewed on May 25, 2010).eng
dc.descriptionThe entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file.eng
dc.descriptionDissertation advisor: Dr. Mitchell S. McKinney.eng
dc.descriptionVita.eng
dc.descriptionPh. D. University of Missouri--Columbia 2010.eng
dc.description.abstractThis dissertation performs a rhetorical analysis of televised presidential campaign advertisements that accuse rival candidates of being inconsistent or otherwise "flip-flopping." The verbal, visual, and audible dimensions of flip-flop spots from 1952-2008 were critically examined in relation to voters' values and repulsions as well as for the compelling progression of ideas and arguments within individual ads. Chapter four presents four overarching arguments related to political values and repulsions. First, flip-flop ads employ a distinct and archetypal wind metaphor that speaks to "changes" in political positions and political directions. Second, televised flip-flop ads often portray rival candidates as being involved in a vigorous debate with themselves. Third, flip-flop ads emasculate candidates by associating them with stereotypically feminine characteristics, the most notable of which is indecision. Fourth, flip-flop ads reflect and perpetuate destructive notions about politics and government. Chapter five examines the progression of ideas and arguments in televised political flip-flop spots. Kenneth Burke's theory of rhetorical form is used to critically evaluate how flip-flop ads create and satisfy audience appetites in such a way that creates a distinct "flip," and "flop" rhythm. This chapter also examines the arguments and fallacies made by political flip-flop commercials. Ultimately, it is argued that these ads are designed to appeal to voters' emotions as much as well as voters' sense of reason.eng
dc.description.bibrefIncludes bibliographical references.eng
dc.format.extentviii, 332 pageseng
dc.identifier.merlinb77804107eng
dc.identifier.oclc652924422eng
dc.identifier.urihttps://hdl.handle.net/10355/8344
dc.identifier.urihttps://doi.org/10.32469/10355/8344eng
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcommunityUniversity of Missouri--Columbia. Graduate School. Theses and Dissertationseng
dc.rightsOpenAccess.eng
dc.rights.licenseThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
dc.subjectflip-flop commercials; flip-flopping in politicseng
dc.subject.lcshAdvertising, Politicaleng
dc.subject.lcshCommunication in politicseng
dc.subject.lcshMass media -- Political aspectseng
dc.subject.lcshMass media -- Moral and ethical aspectseng
dc.subject.lcshNegativismeng
dc.subject.lcshPolitical campaignseng
dc.titleNegative political advertising and the charge of inconsistency : the rhetoric of "flip-flop" argumentseng
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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