An Analysis of the Type and Content of TV Ads in the 2002 Jamaican General Election
16 Pages Posted: 27 Dec 2013
Date Written: December 26, 2013
This article is an exploratory effort to get some understanding of the type of ads aired on CVM Television and Television Jamaica and the content of the ads because there is a lack of research in this area. The 2002 General Election was very important because the Jamaica Labour Party (JLP) wanted to escape its 13 years sojourn in opposition and the Peoples National Party (PNP) wanted an unprecedented fourth term in office. To get their message to the voters the two major parties hit the campaign trail with house to house canvassing, motorcades, mass meetings, and advertisements in the print and electronic media. The JLP and the PNP aired their television campaign ads to prime the Jamaican voters thereby shaping their views about the political world so that the voters would vote for one of these political parties. The PNP used less television campaign ads than the JLP. There were other differences between the PNP and the JLP in the type of ads they aired. The PNP had more positive ads than the JLP, more negative ads than the JLP and less contrast ads than the JLP.The two major political parties aired the types of television ads based on what they thought the important issues were and their positions on these issues which the parties believed would help them to win the 2002 General Election.
Keywords: Jamaica, 2002 General Elections, Television Ads, Election Campaign
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