Zeitschrift für Massenkommunikation und Journalismus

Functions and Topics of 2012 American Presidential Advertising: An Increase in Attacks?

Abstract

William L. Benoit and Jordan Compton

The American presidential campaign in 2008 saw a sharp upturn in attacks in advertising: Was that an anomalous result or does in presage a trend in presidential advertising? Notably, the increase in negativity in TV spots was not accompanied by an increase in attacks in other media, such as televised debates. The 2012 American presidential general election featured Democratic incumbent Barack Obama and Republican challenger Mitt Romney. In sharp contrast to earlier campaigns (those prior to 2008), the two candidates combined used more attacks (66%) than acclaims (32%); this essay argues that this shift reflects a sea change in presidential election advertising prompted by the rising costs of presidential campaigns and candidates’ recent decision to decline federal campaign financing and raise money throughout the campaign.