Differential Forms Linguistic Content of Various of Political Advertising

Abstract

Abstract This study examined language in three types of televised political advertisements (positive, negative, mixed) shown in various regions during the 1996 election. Positive ads utilized informal language and a cognitive vocabulary to discuss social issues and achievement, and focused on the present and future. Negative and mixed ads concentrated on money and sensory processes, focused on the past, and conveyed anger. The manner in which language contributes to affective reactions to political ads is discussed.