Political Television Advertising in Campaign 2000

Most studies of political advertising focus on presidential television spots. However, far more commercials are broadcast for other races. This study applies the functional theory of political campaign discourse to 584 television spots from presidential, gubernatorial, senatorial, house, and local races in the 2000 election. The most common functions were acclaims (67%) followed by attacks (32%) and defenses (1%). When non-presidential ads are examined, incumbents acclaimed more and attacked less than challengers. Party-sponsored ads employed more attacks than ads sponsored by the candidates. These messages emphasized policy more than character (62% against 38%). Democratic candidates discussed policy more than Republicans. Presidential and gubernatorial ads (executive offices) discussed policy more than ads for other offices.