Negative narratives in 1988 presidential campaign ads

1992 ◽  
Vol 78 (3) ◽  
pp. 333-346 ◽  
Author(s):  
Bruce E. Gronbeck
Keyword(s):  
Presidential Campaign ◽  
Campaign Ads

scholarly journals The Sound of Music or the History of Trump and Clinton Family Singers: Music Branding as Communication Strategy in 2016 Presidential Campaign

2017 ◽  
Vol 61 (6) ◽  
pp. 584-599
Author(s):  
Lluís Mas ◽  
Maria-Rosa Collell ◽  
Jordi Xifra
Keyword(s):  
Presidential Campaign ◽  
Political Campaigns ◽  
Communication Strategy ◽  
Brand Associations ◽  
Emotional Experiences ◽  
Campaign Ads ◽  
Brand Values ◽  
Political Branding ◽  
History Of ◽  
Taking Action

Sound branding has been eventually used to recognize the brand and associated with certain values. Despite being a powerful branding resource, especially in political campaigns, music is still underrated in both practitioners’ and researchers’ fields of action. The objective of this study is to analyze the potential of music to conduct a political branding strategy by itself. Six campaign ads from the 2016 U.S. elections are analyzed acoustically and semiotically to gain insights on the music-branding significance. The results suggest that both Clinton and Trump campaigns used music strategically to communicate values in the emotional arena. In particular, Trump’s music conducted brand associations and personality strategy based on the construction of a war hero taking action to save his homeland in times of crisis. Music can transmit brand values through interactions based on emotional experiences. The connections stablished in this article between music and branding can be taken as a model for practitioners to design future political strategies and researches to test brand constructs within the music-branding framework.

Motivational underpinnings of support for radical political leaders

2020 ◽  
Author(s):  
Joanna Grzymala-Moszczynska ◽  
Katarzyna Jasko ◽  
Marta Maj ◽  
Marta Szastok ◽  
Arie W. Kruglanski
Keyword(s):  
Presidential Campaign ◽  
Hillary Clinton ◽  
Political Leaders ◽  
Donald Trump ◽  
Personal Significance ◽  
Political Candidate ◽  
The Relationship ◽  
Willingness To Engage

In three studies conducted over the course of 2016 US presidential campaign we examined the relationship between radicalism of a political candidate and willingness to engage in actions for that candidate. Drawing on significance quest theory (Kruglanski et al., 2018), we predicted that people would be more willing to make large sacrifices for radical (vs. moderate) candidates because the cause of radical candidates would be more personally important and engagement on behalf it would be more psychologically rewarding. We tested these predictions among supporters of Hillary Clinton, Donald Trump, and Bernie Sanders. Our findings were in line with these predictions, as the more followers perceived their candidates as radical, the more they viewed leaders’ ideas as personally important, gained more personal significance from those ideas, and intended to sacrifice more for the leader.

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