Παρακαλώ χρησιμοποιήστε αυτό το αναγνωριστικό για να παραπέμψετε ή να δημιουργήσετε σύνδεσμο προς αυτό το τεκμήριο: https://ruomo.lib.uom.gr/handle/7000/812
Πλήρης εγγραφή μεταδεδομένων
Πεδίο DCΤιμήΓλώσσα
dc.contributor.authorTsichla, Eirini-
dc.contributor.authorHatzithomas, Leonidas-
dc.contributor.authorBoutsouki, Christina-
dc.contributor.authorZotos, Konstantinos-
dc.date.accessioned2020-11-02T07:19:45Z-
dc.date.available2020-11-02T07:19:45Z-
dc.date.issued2019-
dc.identifier10.1080/08824096.2019.1683526en_US
dc.identifier.issn0882-4096en_US
dc.identifier.issn1746-4099en_US
dc.identifier.urihttps://doi.org/10.1080/08824096.2019.1683526en_US
dc.identifier.urihttps://ruomo.lib.uom.gr/handle/7000/812-
dc.description.abstractDrawing on the theory of affective intelligence, the present study considers the prolonged recession in Greece as a major event that increased the levels of people’s anxiety and propelled changes in political communication. The purpose of the study was to analyze the tone and the emotional appeals of 584 political advertisements aired over a decade of economic, social and political turmoil. A comparison of the pre-recession (2004–2009) to the recession period (2010–2015) highlighted that comparative advertising among major political parties increased in times of recession. Variations in the emotional appeals were also identified with major parties focusing on negative emotions, whereas minor parties relied mostly on joyful appeals and the use of humor. The findings indicated that during the recession, campaign strategies seem to aim at the manipulation of people’s emotions, alternating between positive and negative tone of advertisement and between the emotional appeals of joy, humor, anger and fear.en_US
dc.language.isoenen_US
dc.sourceCommunication Research Reportsen_US
dc.subjectFRASCATI::Social sciences::Economics and Business::Business and Managementen_US
dc.subject.otherEmotional Advertisingen_US
dc.subject.otherPolitical Advertisingen_US
dc.subject.otherPolitical Campaignen_US
dc.titleGreek political advertising in retrospect: a longitudinal approachen_US
dc.typeArticleen_US
dc.contributor.departmentΤμήμα Βαλκανικών Σλαβικών & Ανατολικών Σπουδώνen_US
local.identifier.volume36en_US
local.identifier.issue5en_US
local.identifier.firstpage404en_US
local.identifier.lastpage414en_US
Εμφανίζεται στις Συλλογές: Τμήμα Βαλκανικών Σλαβικών & Ανατολικών Σπουδών

Αρχεία σε αυτό το Τεκμήριο:
Αρχείο Περιγραφή ΜέγεθοςΜορφότυπος 
Greek Political Advertising in Retrospect.pdf260,9 kBAdobe PDFΠροβολή/Ανοιγμα


Τα τεκμήρια στο Αποθετήριο προστατεύονται από πνευματικά δικαιώματα, εκτός αν αναφέρεται κάτι διαφορετικό.