Television political advertising in the 2002 Korean presidential campaign
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The purpose of this study is to explore the positioning strategies of opposition candidates in television political advertising. Advertising message strategies of opposition candidates were compared by examining differences in presentation of partisanship, issue stands and candidate images. Also, differences of advertising tone and appeal types in ads were examined. Another purpose of the present study is to examine the differences and similarities between Korean and American advertising strategies by looking at the 2002 Korean presidential campaign. Data for this study was analyzed as all advertisements (N=17) produced by the opposition Grand Nation Party (GNP) and the governing Millennium Democratic Party (MDP). The results of this analysis show that the opposition GNP and the governing MDP differed with partisanship, issue stands and candidate images. The governing party used fewer negative message strategies in its ads than the opposition party. Additionally, appeal types between opposition candidates were considerably emphasized. Overall, the results provide support for the argument that the comparisons between the United States and Korea yield similarities in campaign communication with regard to candidate status even though there are differences in political culture of both countries.