- by Herly Fie U. Cervera (completed October 2010)
ABSTRACT
The study determined the rhetoric and recurrence of political ads on TV for the 2010 national election. It made use of content analysis through constructivist reading of twenty-two (22) advertisements for presidential candidates and ten (10) advertisements for vice-presidential candidates. In the presidential level, assertion and glittering generalities together rank first, while plainfolks and testimonials, also together, rank last. In the vice-presidential level, glittering generalities ranks first, and plainfolks and testimonials rank second, while bandwagon ranks last. When combined across political ads, glittering generalities ranks first, assertion second, and card stacking third. The least used are bandwagon. followed by transfer and plainfolks. For airtime, the presidential who had the highest minute shares is Villar with 1,454, followed by Aquino with 1,198 minutes and Teodoro with 550 minutes. For the vice-presidential, Binay got the highest with 287 minutes, followed by Roxas with 273 minutes and Legarda with 266 minutes.