LAUSR

Political advertisements (N = 136) from the 2016 U.S. presidential election are content analyzed in this study that investigates message strategy used by Donald Trump and Hillary Clinton in their televised ads. The negative nature of the campaign, and the high negative views voters held for Trump and Clinton, seems to have influenced the tone and focus of the ads. Despite Trump’s reputation for ad hominem attacks throughout the primary and general election phases of the presidential campaign, it was Clinton who waged more ad hominem attacks in her advertisements, mostly focused on labeling Trump as unfit for office. Trump and his supportive political action committee groups were more likely to run contrast ads to compare differences between his policies and Clinton’s policies, but Clinton’s campaign failed to use a full range of message strategies to contrast her policies with Trump’s and to bolster her own image through her campaign ads.