电视政治广告的传播形态解析——以美国大选为例

Analysis of the Communication Modality of TV Political Advertisement——Taking American Presidential Election as an Example

在美国,电视政治广告已经成为当代竞选政治的主流,在政治传播中扮演着举足轻重的角色。以美国大选为例,从四个方面管窥政治广告的传播形态:其功能是建构拟态环境,其传播特点是形象说服,其传播方式是大众传播与人际传播,其传播效果尚无定论。

TV political advertisement has become the mainstream of contemporary election campaign and played a decisive role in political communication. With American presidential election as an example, this paper tries to analyze the communication modality of TV advertisement from four aspects. They are function of media environment constructing, characteristics of image persuading, means of mass and interpersonal communicating and effects of communicating.