The functional approach to presidential television spots: Acclaiming, attacking, defending 1952–2000

This essay applies the Functional Theory of Political Campaign Discourse to presidential television spots from 1952–2000. Because elections are fundamentally comparative, a choice between competing candidates, it is natural for candidates to praise their own strengths (acclaim) and to disparage their opponents’ weaknesses (attack). When subjected to such attacks, candidates may also choose to refute those accusations (defend). These three functions occur on the twin grounds of policy (issues) and on character (images). This project describes the functions of these television spots, the topics (policy versus character), contrasts television spots from incumbents and challengers, from winners and losers, and from Republicans and Democrats.