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University Microfilms International 300 N INFORMATION TO USERS This was produced from a copy of a document sent to us for microfilming. While the most advanced technological means to photograph and reproduce this document have been used, die quality is heavily dependent upon the quality of the material submitted. The following explanation of techniques is provided to help you understand markings or notations which may appear on this reproduction. 1. The sign or “target” for pages apparently lacking from the document photographed is “ Missing Page(s)” . If it was possible to obtain the missing page(s) or section, they are spliced into the film along with adjacent pages. This may have necessitated cutting through an image and duplicating adjacent pages to assure you of complete continuity. 2. When an image on the film is obliterated with a round black mark it is an indication that the film inspector noticed either blurred copy because of movement during exposure, or duplicate copy. Unless we meant to delete copyrighted materials that should not have been filmed, you will find a good image of the page in the adjacent frame. If copyrighted materials were deleted you will find a target note listing the pages in the adjacent frame. 3. When a map, drawing or chart, etc., is part of the material being photo­ graphed the photographer has followed a definite method in “sectioning” the material. It is customary to begin filming at the upper left hand corner of a large sheet and to continue from left to right in equal sections with small overlaps. If necessary, sectioning is continued again—beginning below the first row and continuing on until complete. 4. For any illustrations that cannot be reproduced satisfactorily by xerography, photographic prints can be purchased at additional cost and tipped into your xerographic copy. Requests can be made to our Dissertations Customer Services Department. 5. Some pages in any document may have indistinct print. In all cases we have filmed the best available copy. University Microfilm s International 300 N. ZEEB RD., ANN ARBOR. Ml 48106 8129098 SHYLES, LEONARD C. AN ANALYSIS OF IMAGES, ISSUES, AND PRESENTATIONAL METHODS OF TELEVISED POLITICAL SPOT ADVERTISEMENTS IN 1980'S AMERICAN PRESIDENTIAL PRIMARIES The Ohio State University PH.D. 1981 University Microfilms International 300 N. Zeeb Road, Ann Arbor, M I 48106 Copyright wsi by SHYLES, LEONARD C. All Rights Reserved PLEASE NOTE: In all cases this material has been filmed in the best possible way from the available copy. Problems encountered with this document have been identified here with a check mark V . 1. Glossy photographs or pages ______ 2. Colored illustrations, paper or print ______ 3. Photographs with dark background ______ 4. Illustrations are poor copy _______ 5. Pages with black marks, not original copy _______ 6. Print shows through as there is text on both sides of page ______ 7. Indistinct, broken or small print on several pages _V__ 8. Print exceeds margin requirements ______ 9. Tightly bound copy with print lost in spine _______ 10. Computer printout pages with indistinct print _______ 11. Page(s) _____________lacking when material received, and not available from school or author. 12. Page(s) _____________seem to be missing in numbering only as text follows. 13. Two pages numbered ____________. Text follows. 14. Curling and wrinkled pages _______ 15. Other__________‘ __________________________________________________________ University Microfilms International AN ANALYSIS OF IMAGES, ISSUES, AND PRESENTATIONAL METHODS OF TELEVISED POLITICAL SPOT ADVERTISEMENTS IN 1980's AMERICAN PRESIDENTIAL PRIMARIES DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Leonard Shyles, B.A., M.S. ***** The Ohio State University 1981 Approved by Reading Committee: Dr. Thomas A. McCain Dr. Joseph M. Foley Adviser Dr. Herbert B. Asher Department of Communication ACKNOWLEDGEMENTS I acknowledge the following people who guided and supported me and this research: Dr. Thomas A. McCain, adviser, friend, intellectual guide, and social genius; Dr. Joseph M. Foley, wit, friend, and intellectual conscience; Dr. Herbert B. Asher, political researcher, friend, and intellectual stimulant. In addition, I acknowledge the following people for their service in helping complete this study: Elizabeth Jones and Nan Peck, for coding the image and issue constructs; Angela Yoder, for her service in coding, for the typing of scripts, and for other clerical work; Anthony Kraut, for his services in coding; Annette Whewell, for her services in coding. Finally, I acknowledge the following people for their tangible and intangible contributions: Dr. Mark Ross, Dr. Mark Comadena, and Dr. Jo Liska, for their intellectual stimulation, and above all, their friendship; Mary L. Calhoun, who so professionally typed the early drafts, and Bonita R. Williams, who so professionally typed the final version; ii My friends at Illinois State University, who provided the professional work environment necessary to complete this research (Dr. Bill Semlak, Dr. Wenmouth Williams, Dr. Mitch Shapiro, and Dr. Vince Hazelton). And last but not least, I acknowledge my parents, whose support was unsinkable, and my wife Janice, who really offered personal joy to my dissertation year. iii VITA December 24, 1948 . B o m - Brooklyn, New York 1971 B.A., City University of New York, Brooklyn College, Brooklyn, New York 1975 M.S., City University of New York, Brooklyn College, Brooklyn, New York 1977-1980 Teaching Associate, Department of Communication, The Ohio State University Columbus, Ohio PUBLICATIONS "The Rhetorical Vision of Consumerism in Television Advertisements Directed Toward Children." The Ohio Speech Journal, pp. 43-49, 1979, Vol. 17. "The Video Tape Recorder: Crown Prince of Home Video Devices," Feedback Journal of the Broadcast Education Association, pp. 1-5, Winter 1981, Vol. 22, #4. FIELDS OF STUDY Major Field: Mass Communication Studies in Political Communication. Professors Thomas A. McCain and Herbert B. Asher Studies in New Technologies. Professor Joseph M. Foley Studies in Diffusion of Innovations and Audience Analysis. Professor Thomas A. McCain iv TABLE OF CONTENTS Page ACKNOWLEDGEMENTS....................... ii VITA .............................................................. iv LIST OF TABLES .....................................................viii LIST OF FIGURES ....................................................xii INTRODUCTION ..................................................... 1 Chapter I. GROWTH AND USE OF POLITICAL ADVERTISEMENTS 3 Value of Political Advertisements and Emergence of the Image/Issue Controversy ................. 6 Ambiguity in the Image/Issue Controversy ........... 9 "Image" as Graphic Representation ............... 9 "Image" as Candidate's Character ............... 10 Resolution of Ambiguity to Resolve the Controversy...................................... 13 Two Models of the Image Construct ................. 13 The Issue Concept in Political Research ........... 15 S u m m a r y ............................................. 16 Avoiding Ambiguity in Referring to "Image" ........ 17 The General Purpose of this Research ............... 18 Identification of Production Variables Linked to Image and I s s u e .............................. 19 Development of Method of Presentation Variables from the Literature................... 19 Research Questions .................................. 24 II. METHODS ................................................. 26 Initial Data Collection ............................ 26 Acquiring the Advertisements ....................... 28 General Procedures .............. 28 Specific Procedures .............................. 30 Operational Definition of Methods of Presentation Construct .......................... 41 Operationalization of Audio Methods of Presentation .................................... 43 Video Variables .................................... 45 v Chapter Page II. (continued) Coding Methods of Presentation ................... 52 Coding Procedures and Conventions Adopted ........ 53 Operational Definition of Image ................... 55 Development of the Operational Definition of the Image Construct......................... 56 Classification Scheme of Image Categories ........ 58 Plan for Coding the Image Terms ................... 59 Development of the Operational Definition of the Issue Construct......................... 60 Classification Scheme of Issue Categories ........ 62 Plan for Coding the Issue Terms ................... 63 Two-Step Coding Procedures Adopted for Coding Image and Issue Scores ................. 64 S u m m a r y ............................................. 65 The Reliability of Coder Judgments ............... 66 Data Analysis ...................................... 68 III. R E S U L T S ............ 73 Issue Mentions - To t a l .......................... 73 Image Mentions - To t a l .......................... 75 Audio Treatments - To t a l .......................... 77 Video Treatments - To t a l .......................... 79 Issue Mentions - Pa r t y .......................... 82 Image Mentions - Pa r t y .......................... 88 Audio Treatments - Pa r t y .......................... 94 Video Treatments - Pa r t y .......................... 99 Issue Mentions - Candidates...................... 106 Image Mentions - Candidates...................... 113 Audio Treatments - Candidates...................... 118 Video Treatments - Candidates.....................
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