Framing and Priming in Presidential Campaign Ads

“A lot of people still don’t really know who I am,” said John F. Kerry to reporters in spring 2004, just as he emerged as the Democratic presidential nominee and began the general election campaign in earnest (Jackson, 2004). Like all presidential candidates, Kerry was obligated to establish a positive and consistent portrait of himself to voters so they would get to know him. To do this, his campaign created more than 60 TV ads during the 2004 general election. The incumbent, George W. Bush, created more than 50 TV ads. Both candidates spent more than $200 million during the general election to broadcast these ads (Brandweek, 2004).

The candidates’ hope was to establish a clear and positive portrait of themselves as well as a negative portrait of their opponent that would stick with viewers and subsequently affect who viewers voted for. Political candidates go to great lengths to create, test, and broadcast their ads because research shows that many voters use TV ads to form their impression of political candidates (Cundy, 1990; Kahn & Greer, 1994; Kaid, 1997; Scammell, 1990; Thorson, Christ, & Caywood, 1991).