University of Illinois Urbana-Champaign

The Effects of Nonverbal Content in Political Spot Advertisements: The Interaction of Candidate Visual Presentation and Verbal Appeal Type

Hale, Scott L.

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Description

Title
The Effects of Nonverbal Content in Political Spot Advertisements: The Interaction of Candidate Visual Presentation and Verbal Appeal Type
Author(s)
Hale, Scott L.
Issue Date
2001
Doctoral Committee Chair(s)
Swanson, David L.
Department of Study
Speech Communication
Discipline
Speech Communication
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Political Science, General
Language
eng
Abstract
The results indicate that individuals are more confident in their beliefs about candidates when they have ample opportunity to see and hear the candidate. The findings also demonstrate that appeals based on a candidate's record of accomplishments are more effective than appeals based on a candidate's agenda. In addition, a pattern of dependable interactions was observed which suggests that when candidates do appeal to voters based on their agenda, viewer responses are more favorable when the candidate nonverbal presence is high. Finally, the findings support the view that, contrary to conventional wisdom, variations in verbal content have more influence on viewers' responses to candidates than do variations in nonverbal content. The results argue for further study to account for these findings and to explore effects due to the specific manner in which the candidates are presented nonverbally.
Graduation Semester
2001
Type of Resource
text
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http://hdl.handle.net/2142/87496

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