Articulates a theoretical framework for understanding the fundamental functions of political advertising (acclaiming, attacking, defending) which occur on the twin grounds of policy considerations and character. Applies this theory of political discourse to presidential general election television spots from 1980-1996, finding that Democrats and…

Examines the 1984 party platforms from the perspective of Walter Fisher's narrative paradigm. Concludes that though the two party's narratives followed different strategies, they both displayed the internal consistency required by Fisher's perspective as they reflected transcendent values that were both relevant to and consistent with party…

Investigates the influence of negative advertising in political campaigns. Concludes that negative advertising reduces the image evaluation of the targeted politician. (SRT)

Compares three television networks' treatments of "A New Beginning" (a Reagan campaign film shown at the 1984 Republican National Convention) and examines the effects on viewers of one network's critical preview of the film. Assesses the uses and limitations of rhetorical criticism in television coverage of political campaigns. (SR)

Examines the performances of Geraldine Ferraro and George Bush in the nationally televised vice-presidential debate in 1984 to determine differences in female and male patterns of communication concerning issues and decision-making. Suggests that rhetorical critics examine whether a masculine ethic has framed their analyses. (KEH)