September 27, 2025DiscourseOpen Access

Communicative Characteristics of American Presidential Campaign Commercials: a Diachronic Approach

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The study identifies trends in the communicative characteristics of presidential campaign ads.
Analysis of 499 campaign ad texts shows a shift from positive presentation to discrediting strategies.
Employing corpus linguistics methods, the research analyzes ads across historical periods shaped by socio-political factors.
Findings indicate increasing agonality and democratization of electoral advertising communication over time.

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Analysis reveals shifts in emotional appeal and strategies in presidential campaign ads, indicating evolving electoral communication.

Kononova et al. (2025) studied this question.

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