Document Type
Thesis - University Access Only
Award Date
2007
Degree Name
Master of Science (MS)
Department / School
Communication Studies and Theatre
First Advisor
Laurie Haleta
Abstract
The goal of this study is to examine the political advertising strategies utilized by challenger John Thune in his 2004 South Dakota Senate race by analyzing the newspaper ads run during his campaign. Three trained coders evaluated and coded his 29 newspaper ads, then categorized each as either a positive ad, negative ad, or reactive response ad based on their content. Twenty-five ads were determined to be negative and four ads were determined to be positive. These results both confirm and contradict research regarding the political advertising techniques typically utilized by a challenger. The context of the race and Thune's status as a former congressman are discussed as possible explanations, and further avenues of study are suggested.
Library of Congress Subject Headings
Thune, John, 1961 -
Advertising, Political
Advertising, Newspaper
Communication in politics
Political campaigns -- South Dakota -- Case studies
United States Congress Senate -- Elections, 2004 -- Case studies
Publisher
South Dakota State University
Recommended Citation
Veurink, Jody L., "Content Analysis of the Newspaper Ads in John Thune's 2004 Senate Campaign" (2007). Electronic Theses and Dissertations. 2103.
https://openprairie.sdstate.edu/etd2/2103
Rights Statement
