A Negative Touch in Posters and Spots

  • Lilia Raycheva
  • Andrius Šuminas


In our study, we focus on negativity in different member states in the 2014 campaign as well as the main targets of this negativity through a concentration on political advertising, both video commercials and posters. In defining negative ads, the different cultural, social and historical context that is embedded in them by the different member states must be recognized. Based on our content analysis study of poster and videos in the 2014 European Parliament elections, we make use of data related to negativity to determine to what extent parties and candidates ‘went negative’ in this campaign.


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Copyright information

© The Author(s) 2017

Authors and Affiliations

  1. 1.St. Kliment Ohridski University of SofiaSofiaBulgaria
  2. 2.Vilnius UniversityVilniusLithuania

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