[1] San Francisco State University, Marketing Department, ORCID: 0009-0005-9778-2751, papyrina@sfsu.edu
Abstract
This study investigates linguistic patterns in 2020 presidential broadcast ads using the Linguistic Inquiry and Word Count (LIWC) automated language analysis tool. Results reveal notable differences: Republican ads exhibited a higher negative tone and more analytic language, while Democratic ads displayed increased levels of cognitive processes and greater authenticity. Interpreted through the lenses of Lakoff’s Strict Father and Nurturant Parent models, these findings suggest that language choices in campaign messages may reflect core party values. As an exploratory analysis, this study provides a foundation for future research into the role of linguistic framing in presidential advertising and its alignment with ideological archetypes.
Keywords: linguistic analysis, political advertising, persuasive messaging, ideological frameworks
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