A Referendum on Character: New Report on 2016 Presidential Campaign Ads

cpccl-bannerThe University of Maryland’s Center for Political Communication & Civic Leadership is pleased to release its report on the campaign ads from the 2016 presidential campaign. A Report on Presidential Advertising and the 2016 General Election: A Referendum on Character analyzes over 80 campaign ads from the 2016 campaign. The report concludes 1) that campaign ads in 2016 were more character-based than issue-based; 2) that both Clinton and Trump relied on fear and anger appeals in their ads; and 3) that the takeaway message of the 2016 campaign ads is that neither candidate is fit to lead and these character attacks in the 2016 ads will make governing difficult no matter the election’s outcome.

About Trevor Parry-Giles

Professor Department of Communication University of Maryland
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