抄録
A detailed content analysis of the 1996 U.S.presidential campaign advertising demonstrates foreign policy ads were highly negative and affectladen. A sampling of TV commercials sponsored by candidates including President Clinton and Senator Dole was analyzed to assess the emotional and issue content of the ads. The commercials were indentified by and provided by the University of Oklahoma's Political Communications Center. The 1996 ads also showed a marked shift in foreign-policy concerns. Cold War-inspired fear and concerns about economic competition of the previous era gave way to "intermestic" issues such as trade and immigration.
