2012 presidential campaigns, the use of television advertising was characterized by unprecedented advertising volumes. The political advertising in the 2012 presidential campaign contributed greatly to the win of Obama into office due to high consistency levels and coherence (Tedesco & Dunn, p. 80). The increase was attributed to outside groups like PACs who were able to raise and spend dollars in advertising for the current post-Citizens United regulatory regime. In the pro-Obama, Super PAC Priorities presented vicious attacks on Romney's personal credibility (Tedesco & Dunn, p. 89). These ads brought the fact that Romney was unaware of the needs of ordinary Americans due to layoffs initiated by Bain Capital, Romney's company. At the presidential level, advertising in 2012 was extremely negative and evoked anger emotions but marked the highest spending point in terms of advertising. An open question is whether the negativity will abate in next presidential election campaigns (Fowler...
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