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Trends in political campaign ads among Presidentiables in 2010 and 2016 / by Myra S. Morales and Claryce Anne R. Viado.

By:

Moraleda, Myra S [author]

Contributor(s):

Material type: Text

TextLanguage: English Publication details: Indang, Cavite : 2017. Cavite State University- Main Campus,Description: x, 157 pages : 28 cm. illustrationsContent type:

text

Media type:

unmediated

Carrier type:

volume

Subject(s):

DDC classification:

324.7 M79 2017

Online resources:

Click here to view thesis abstract and table of contents

Production credits:

College of Arts and Science (CAS)

Abstract: MORALEDA, MYRA S. and VIADO, CLARYCE ANNE R. Trends in Political Campaign Ads Among Presidentiables in 2010 and 2016. Bachelor of Arts in Journalism. Cavite State University, Indang, Cavite. Adviser: Ms. Racquel G. Agustin. The study was conducted from September 2016 to November 2016 in Cavite State University- Main Campus to analyze and determine the differences of trends in political campaign ads used by the 2010 and 2016 presidentiables in terms of content such as message, tagline, scenes, and style covering tone, mood and jingle. Thematic table was used in the study in order to have a content analysis and interpretation of the content and styles of political advertisements. This was adapted from the study of Kristian M. Pores and Joy Anne S. Villar entitled "A Content Analysis of Selected Political Advertisements" This study was supported by the Agenda Setting Theory which focuses on influencing and empowering the people's belief in the media and states that the news plays an integral part in shaping of political realities. The amount of time spent on an issue and the information relayed in news stories. Since the study aimed to analyze and determine the differences and trends of political ads among presidentiables in 2010 and 2016, this is related on how political ads as a big part in media that helps the political campaign to change the beliefs of voter or viewer to the candidate. Results show that politicians employ different content and styles in message, tagline, scenes, tone, mood, and jingle to market themselves well to the public. Based on data gathered most of the advertisement in 2010 used positive tone and mood, and only one advertisement in 2010 is negative in tone. Most of the message that was used in 2010 is positive and most of the ad used documentary ads. In 2016, 3 out of 12 advertisements are negative in tone and mood. Three of the ads are negative by delivering their message and most of the TV ads used documentary ads. Political campaigns from 2010 and 2016 convey positive message, tone and mood. Most of the TV ads focus on their plans. But in 2016, there are three advertisements that convey negative tone, mood and message since the ads are trying to attack their opponents.

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Holdings ( 1 )
Title notes ( 5 )

Holdings
Item type	Current library	Collection	Call number	Materials specified	URL	Status	Notes	Date due	Barcode
Theses / Manuscripts	Ladislao N. Diwa Memorial Library Theses Section	Non-fiction	324.7 M79 2017 (Browse shelf(Opens below))		Link to resource	Room use only	T-6886		00011438

Thesis (Bachelor of Arts in Journalism) Cavite State University

Includes bibliographical references.

College of Arts and Science (CAS)

MORALEDA, MYRA S. and VIADO, CLARYCE ANNE R. Trends in Political Campaign Ads Among Presidentiables in 2010 and 2016. Bachelor of Arts in Journalism. Cavite State University, Indang, Cavite. Adviser: Ms. Racquel G. Agustin.
The study was conducted from September 2016 to November 2016 in Cavite State University- Main Campus to analyze and determine the differences of trends in political
campaign ads used by the 2010 and 2016 presidentiables in terms of content such as message, tagline, scenes, and style covering tone, mood and jingle.
Thematic table was used in the study in order to have a content analysis and interpretation of the content and styles of political advertisements. This was adapted
from the study of Kristian M. Pores and Joy Anne S. Villar entitled "A Content
Analysis of Selected Political Advertisements"
This study was supported by the Agenda Setting Theory which focuses on
influencing and empowering the people's belief in the media and states that the news plays an integral part in shaping of political realities. The amount of time spent on an
issue and the information relayed in news stories. Since the study aimed to analyze and
determine the differences and trends of political ads among presidentiables in 2010 and 2016, this is related on how political ads as a big part in media that helps the political
campaign to change the beliefs of voter or viewer to the candidate.
Results show that politicians employ different content and styles in message,
tagline, scenes, tone, mood, and jingle to market themselves well to the public.
Based on data gathered most of the advertisement in 2010 used positive tone and
mood, and only one advertisement in 2010 is negative in tone. Most of the message that was used in 2010 is positive and most of the ad used documentary ads. In 2016, 3 out of 12 advertisements are negative in tone and mood. Three of the ads are negative by delivering their message and most of the TV ads used documentary ads.
Political campaigns from 2010 and 2016 convey positive message, tone and mood. Most of the TV ads focus on their plans. But in 2016, there are three advertisements that convey negative tone, mood and message since the ads are trying to attack their opponents.

Submitted copy to the University Library. 08/03/2017 T-6886