Μετ.Εργ. Πολιτική Διαφήμιση και Τηλεόραση.pdf
TRANSCRIPT
-
....
:
:
:
: (. 053/04)
:
.
1
-
,
4 ,
.
, .
,
.
,
.
2
-
.5
6
1 1.1 ..7 1.1.1 ....7 1.1.1.1 ...8 1.1.1.2 (Copy Platform).....8 1.1.1.3 (Brand Campaigns)...9 1.1.1.4 (Budget Size)10 1.1.1.5 (Media Selection)...12 1.2 16 1.2.1 17 1.2.2 ...18
2 - 2.1 ....20 2.1.1 .22 2.1.2 ..24
2.2 .26 2.2.1 30
2.2.2 .34
2.3 36 2.3.1 ..............................................36 2.3.2 ..37
2.4 ....42 2.4.1 /..44
2.5 ..45 2.5.1 4 Ps .45 2.5.2 ...46 2.5.3 Case Study...48
2.6 H .51
3
-
3
3.1 ...53
3.2 ..54 3.2.1 ..54 3.2.2 ...65 3.2.3 ...73
3.3 ....80 3.3.1 .....80 3.3.2 ...87 3.3.3 .92 3.3.4 .95 3.3.5 96 3.3.6 ...102 3.3.7 104
3.4 ...107 3.4.1 .107 3.4.2 ..114 3.4.3 ..130
3.5 ....138
4
4.1 ..140 4.1.1 .142 4.1.2 ..144 4.1.3 .146
...149
..150
...157
4
-
,
.
4 . 1
. 2
, ,
,
/ .
3
1993-2007.
,
.
- .
, ,
,
,
.
:
,
,
. ,
. 4
. , ,
( )
4
2009.
5
-
1952
. ,
, .
.
,
,
,
.
,
,
,
, , , design
,
IMC,
- Integrated Marketing Communications.
,
(, )
, , .
.
,
.
6
-
1
1.1
1.1.1 .
.
. ,
,
,
.
.
.
. .1
. :
.
.
1 . (1990), , , ( , ).
7
-
.
.
.
1.1.1.1 .
,
.
" " "TARGET GROUP"
"TARGET AUDIENCE".
. . .
1.1.1.2 ( COPY PLATFORM ).
. (
) ,
.
.
, .
MARKETING. , -
8
-
, ,
, -
. ,
, ,
, .,
,
, MARKETING .
- . lliot2
1.1.1.3 ( Brand Campaigns )
,
.
, ,
,
,
. .3
' ,
,
, :
) :
2 lliot, R. (2005), Strategic Advertising Management. The University Press: Oxford.3 . (1990), , , ( , ).
9
-
.., ,
.
) :
. ..,
,
.
) :
. ,
. Kotler4
1.1.1.4 ( Budget Size )
.
, ,
.
,
.
.
, ,
. '
4 Kotler, P. (1980), Principles of Marketing. The University Press: Northwestern.
10
-
.
.
,
. . 5
' . :
) ,
:
,
.
.
) ,
.
'
. ,
, .
.. ,
5 . (2001), Marketing, , , .
11
-
. ,
.
.
DIRECT MAIL,
(P.O.S), ...
. Thomson, S. and Sinha, R6
, ,
,
. 7
1.1.1.5 ( Media Selection ).
.
;
.
: ,
,
. , 6 Thomson, S. and Sinha, R. (2008), Brand Communities and New Product Adoption, Journal of Marketing, vol.72, pp. 65-80.7 . (1990), , , ( , ).
12
-
, ,
.
, :
) :
,
,
,
.
) :
. -
, , ...
. ,
, ,
'
.
,
,
.
) :
,
.
(.. , ..),
,
. ,
,
.
13
-
.
)
.
.. ,
,
.
,
.
.
, ,
.
,
.
) :
. '
,
.
.
-
(
)
( ).
14
-
,
,
. ,
.(Zeithaml, V. A 1996).8
. .
.
.
, -
.
,
,
..
, ,
, .
..
100%
.
,
,
8 Zeithaml, V. A., and M. J. Bitner, Services Marketing. New York: The McGraw-Hill Companies, Inc., 1996
15
-
' ,
,
. 8
1.2 .
.
.
.
(
) .
,
.
. ,
-
.
.
.
.
("", "", "", " ").
,
.
.
16
-
, ""
, .
0 , .
,
.
.
, ""
, .
,
(, , ,
).
. , ,
. . 9
1.2.1 .
.
.
.
:
.
. . 9 . (1990), Marketing, , - .
17
-
(
).
/
/
.
( BURSTS ) .
:
.
.
,
.
' .
/ .
1.2.2
,
, ,
marketing.
:
18
-
) ,
.
, :
.
) ,
.
, ,
,
.
.
) ,
.
,
. 10
19
-
0 . (2003), Marketing marketing , . ,
20
-
2
-
2.1
, ,
,
,
, ,
,
,
,
, ,
,
Walter Lippmann ,
,
,
.
Kosicki & McLeod11 (2002)
,
,
,
. , Lipmann,
Harold Lasswell12 (1927) : ,
21
-
, , .
.
.
Bernard Cohen13 (1963)
,
.
.
1McLeod D.M, Kosicki G.M & McLeod J.M. (2002).Resurveying the boundaries of political communication effects in J.Byant & D.Zillmann(Eds), Media Effects:Advances in theory and research,Mahwah, NJ:Lawerence Erlbaum Associates,pp 215-217.12 Lasswell H.D.(1927), Propaganda technique in World War, N.Y:Knopf13 Cohen B. (1963) The Press and Foreign Policy, Princeton, N.J : Princeton University Press
22
-
2.1.1
, Franklin14 ,
. Franklin,
,
:
, ,
. Franklin
:
i.
ii.
iii.
/
iv.
v.
, Franklin
,
, ,
.
,
.
4Franklin B. (1995), A bibliographical essay, Political Communication, vol. 12, pp 223-242
23
-
15 ,
1960 , :
) - (
), ,
.
-
, ,
.
.
)
, , ,
, ,
.
. ,
,
.
, ,
,
, .
)
. ,
, . ,
(
) (, , , ,
, , )
.
5 . (2007), : ,
24
-
marketing , 2007. : http :// www . koinonia . gr / Editions %20& %20 Papers / periodiko %20 marketing %20 v 1/ ,29/08/09
, ,
, , ,
. ,
,
,
( ),
, ,
.
,
, .
2.1.2
Scammell16
Scammell,
.
-
,
.
Scammell
.
25
http://www.koinonia.gr/Editions%20&%20Papers/periodiko%20marketing%20v1/http://www.koinonia.gr/Editions%20&%20Papers/periodiko%20marketing%20v1/
-
6Scammell M. (1999), Political marketing: lessons from political science, Political studies, vol.47, pp. 718-739
, ,
. ,
. Scammell ,
,
,
.
,
.
Scammell,
/
.
,
,
.
Lees-Marshment17
,
,
, ,
.
,
,
.
,
.
7Lees-Marshment J. (2001b), The marriage of politics and marketing, Political Studies, vol. 49, pp. 692-713
26
-
,
. ,
,
.
,
.
. ,
,
.
2.2
,
, .
.
, ,
,
. ,
,
18
. , , , , ,
, , , , ,
.
8 . (2008), :
27
-
, , & , , .
O Harrop19
,
,
.
Kavanagh20
,
,
,
.
Maarek21
,
.
, ,
, ,
.
, Maarek
1:
1. -
28
Consumer ProductsMarketing
Advertising,Market surveys
etcPolitical
CommunicationsPolitical Marketing
-
9Harrop M. (1990), Political Marketing, Parliamentary Affairs, vol. 43, pp. 227-291 20Kavanagh D. (1995), Election campaigning : the new marketing of politics, Oxford :Blackwell Publishers21 Maarek P.J.(1995), Political marketing and communication, London: John Libbey & Co
,
. , Maarek
. ,
, : )
, ) ,
)
.
Maarek,
.
:
,
. Maarek
.
Lock Harris22
,
, ,
Wring23
29
Political advertisingPublic opinion polls
Etc
-
, ,
.
OCass24
,
,
.22Lock A. and Harris P. (1996), Political marketing vive la difference European Journal of Marketing, vol. 30, no.10-11, pp. 21-3123Wring D. (1997), Reconciling marketing with political science: theories of political marketing, Journal of Marketing Management, vol. 13, pp. 651-66324O Cass A. (1996), Political marketing and the marketing concept, European Journal of Marketing, vol. 30, no10-11, pp. 45-61
, OCass
.
. ,
, /.
, /
. , OCass ,
,
/ ,
. Lock Harris,
,
.
, , ,
, , .
Scammell ,
,
. ,
,
30
-
,
:
1.
,
.
2.
.
,
,
, ,
, .
3.
. ,
, Newman25 ,
.
, ,
, , ,
, ,
.
2.2.1
: Product oriented, Sales oriented Market
oriented. product orientation
31
-
,
.
.
: , ,
, . .
product orientation sales orientation
(-) .
,
.
25Newman B.I (1999), A predictive model of voter behavior in Newman B.I (eds)(1999), Handbook of political marketing, Thousand Oaks. CA: Sage
, market orientation,
.
- sales.
sale orientated.
American Marketing Association
1985. ,
AMA :
, ,
,
/
.
Harrop26
, Scammell
Lees-Marshment
, ,
.
.
32
-
, 4Ps E. Jerome McCarthy
,
:
(Product)
,
.
26Harrop M. (1990), Political marketing, Parliamentary Affairs, vol. 43, pp. 277-291
(Price)
, ,
,
.
(Promotion)
, , ,
,
,
.
, (Placement)
,
-,
-, -.
33
-
Buttler &Collins27
:
2. Structural Characteristics
The product Person/Party/Ideology Loyalty Mutability
The organization Amateurism Negative perception of marketing Dependence on volunteers
The market Ideologically charged Social affirmation The counter-consumer
Process characteristics Style versus substance Advertising and communications standards News and media attention Political polls Tactical voting
34
-
, .
,
,
, .
Newman
.
,
, , , ,
.
27Buttler P. and Collins N. (1994), Political marketing :structure and process, European Journal of Marketing, vol.28, no.1, pp. 19-34
,
,
.
.
,
.
, ,
media.
.
, .
,
. ,
35
-
,
,
.
2.2.2
28
:
,
.
28 . (2001), : , , 17 2001. : www . koinonia . gr /.../ periodiko %20 marketing %20 v 1/20. intAYLONITES . doc , 22/08/09 ,
.
,
.
,
, . ,
. ,
, ,
,
,
,
( , , )
.
,
. , .
, ,
.
,
36
http://www.koinonia.gr/.../periodiko%20marketing%20v1/20.intAYLONITES.doc
-
.
,
.
,
, ,
, , .
, ,
.
Harvard, Theodore Levitt,
,
.
.
,
.
2.3
25
. ,
,
,
, focus , ,
.
2.3.1
.
.
37
-
) :
;
) : -
, ;
) : -
,
;
,
.
,
, ,
.
.
, ,
29.
2.3.2
,
, ,
. ,
. , Fenn
. 30
.
38
-
, .
, ,
.
,
.
29Fenn P. (2009), The New Media in Political Campaigns What the Future Holds, in Johnson W.D (2009), Routledge Handbook of Political Management, Routledge International Handbook, New York-London, pp. 126-138 30 University of Wisconsin at Madison 2003, 10.000 , 7% 2004.
,
//
.
.
.
.
, 31
,
: ,
, ,
.
39
-
,
,
. ,
.
,
.
,
31 . (2004), , , , 5/3/2004: http :// www . eklogesonline . com / gpi / articles /2004/ ac 19. asp ? state = elections , 30/08/09
.
,
.
,
. ,
. ,
, ,
.
,
. ,
.
( Direct Mail ) ( List
Maintenance )
. ,
40
http://www.eklogesonline.com/gpi/articles/2004/ac19.asp?state=elections
-
.
/ (spreadsheets)
.
.
, ,
,
, .
.
.
,
, .
. ,
(, , )
.
/
/. ,
/ .
,
.
.
41
-
.
,
.
,
,
.
E-mail
2000, Larry Purpuro,
, :
, e-mail
. , 2000 ,
,
,
.
e-mail . ,
/
.
Blogs-Social Media
internet.
blogs, Facebook,
Youtube,
Twitter.
42
-
32 ,
. :
: social media. ,
.
agenda ,
social media.
.
. 1,5
,
,. 32 . (2009), blogs, Facebook, social media: , Obamania , knowhow, 2009. : http :// www . knowhow . gr /? p =2282 , 30/08/09
: ) : ,
(is.pasok.gr),
, ,
. , blogs, social media,
( ,
)
) ,
bottom-up
social media
.
)
social media ,
, .
.
/: , .
(. blogs)
( ,
43
http://www.knowhow.gr/?p=2282
-
.).
social media ,
.
, blog //09,
.
2.4
Lock &Harris
. , Butler & Collins
.
Scammell ,
,
,
. ,
Harrop
,
.
,
.
,
. ,
,
/
.
O O Shaughnessy33
.
, ,
,
. , o Lees-Marshment
44
-
.
,
.
, Butler &Collins ,
,
, ,
.
.
33OShaughnessy N. (2001), The marketing of political marketing, European Journal of Marketing, vol.35, no. 9-10, pp.1047-10572.4.1 /
.
, .
. ,
.
. ,
, ,
.
Reagan
45
-
permanent campaign ( ). ,
image
building
, , .
,
.
,
.
Scammell
. , ,
. ,
.
,
. ,
. ,
Scammell
.
OShaughnessy
,
2.5
2.5.1 4 Ps 4Ps ,
, :
46
-
:
, , , , ,
.
, , .
.
: ,
. ,
.
:
.
, , ,
, ..
.
:
.
()
,
. , ,
, ..
2.5.2 34 ,
,
:
Direct Marketing
.
47
-
,
,
.
,
,
,
,
34 . (2000), marketing , , 19 2000
,
, .
,
,
,
, .
, ,
,
,
.
,
,
strong points (
, .),
,
48
-
.
( Advertisement)
.
(
. , ,
, .)
.
:
, ,
,
..
.
decision making .
, , ,
.
,
. , , ,
,
penetration
.
2.5.3 Case Study ,
35, :
49
-
: / .
. 4 5 .
: ;
;
; ,
.
35 . (2007), : , , 2007. : http :// epixeirein . gr /2007/09/13/% CF %80% CE % BF % CE % BB % CE % B 9% CF %84% CE % B 9% CE % BA % CF %8 C % CE % BC % CE % AC % CF %81% CE % BA % CE % B 5% CF %84% CE % B 9% CE % BD % CE % B 3% CE % BA % CE % BF % CE % B 4% CE % B 7% CE % B 3% CE % AF % CE % B 5% CF %82% CF %80% CF %81% CE % BF % CF %82% CF %85% CF %80% CE % BF / , 29/08/09. . ,
.
.
. ,
. /.
: /,
.
, ;
,
.
:
:
,
,
. .
.
50
http://epixeirein.gr/2007/09/13/%CF%80%CE%BF%CE%BB%CE%B9%CF%84%CE%B9%CE%BA%CF%8C%CE%BC%CE%AC%CF%81%CE%BA%CE%B5%CF%84%CE%B9%CE%BD%CE%B3%CE%BA%CE%BF%CE%B4%CE%B7%CE%B3%CE%AF%CE%B5%CF%82%CF%80%CF%81%CE%BF%CF%82%CF%85%CF%80%CE%BF/http://epixeirein.gr/2007/09/13/%CF%80%CE%BF%CE%BB%CE%B9%CF%84%CE%B9%CE%BA%CF%8C%CE%BC%CE%AC%CF%81%CE%BA%CE%B5%CF%84%CE%B9%CE%BD%CE%B3%CE%BA%CE%BF%CE%B4%CE%B7%CE%B3%CE%AF%CE%B5%CF%82%CF%80%CF%81%CE%BF%CF%82%CF%85%CF%80%CE%BF/http://epixeirein.gr/2007/09/13/%CF%80%CE%BF%CE%BB%CE%B9%CF%84%CE%B9%CE%BA%CF%8C%CE%BC%CE%AC%CF%81%CE%BA%CE%B5%CF%84%CE%B9%CE%BD%CE%B3%CE%BA%CE%BF%CE%B4%CE%B7%CE%B3%CE%AF%CE%B5%CF%82%CF%80%CF%81%CE%BF%CF%82%CF%85%CF%80%CE%BF/
-
:
/,
, .
,
, 7 .
,
, .
:
,
.
/. 2-3
,
.
,
:
, ,
.
. , .
, ,
.
2-3 .
:
,
(, , , .).
,
. ,
.
,
51
-
.
, ,
.
:
.
.
.
:
,
,
, ,
.
, , ,
.
.
, .
.
, ,
, ,
social media (forums, blogs, podcasts, social networks, wikis, communities,
). ,
.
2.6 H
( ) ,
,
,
, ,
52
-
, .
, 36, :
)
)
)
)
.
36 . (2007), , marketing & , 2007. : http :// www . koinonia . gr / Editions %20&%20 Papers / periodiko %20 marketing %20 v 1/ . 29/08/09
Butler &Collins -
,
Plasser et al.37
.
:
1.
2.
3.
4.
5.
6.
Plasser et al. ,
,
.
,
. ,
,
.
53
http://www.koinonia.gr/Editions%20&%20Papers/periodiko%20marketing%20v1/
-
, Plasser et al.
. ,
,
,
.
37Plasser F. Scheucher C and Senft C. (1999), Is there a European style of political marketing? A survey of political managers and consultants, in Newman I.B.(eds), Handbook of political marketing, Thousand Oaks, CA : Sage Publications, pp.89-112
3
3.1
. ,
,
.
,
(
, , ..),
.
.
54
-
. ,
.
.
,
. ,
,
1970 1980,
,
.
.
,
.
Handbook of Political Advertising 2006.
3.2 3.2.1
:
:
.
:
.
55
-
/:
.
/
.
.
:
, ,
.
.
,
.
:
:
, .
.
.
: /
:
.
,
.
1:
1993- 1994
1993 1994 0% 0% 0% 0% 0% 0%
56
-
7% 0% 4% 28% 0% 15% 0% 0% 0% 71% 0% 39% 3% 40% 18% 0% 33% 15% 0% 5% 2% 0% 0% 0% 0% 10% 4% 0% 67% 31% 90% 45% 71% 0% 0% 0%- 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% [-%] 29 20 49 7 6 13
100% 100% 99% 99% 100% 100% 100,
2:
1996- 1999
57
1996 1999 . . . . 3% 0% 0% 1% 0% 0% 0% 0% 3% 0% 0% 1% 0% 0% 0% 0% 0% 0% 13% 3% 30% 0% 0% 12% 32% 16% 47% 30% 8% 50% 36% 29% 21% 20% 0% 18% 46% 0% 0% 18% 32% 52% 40% 32% 15% 0% 28% 15% 3% 12% 0% 13% 0% 50% 36% 26%- 0% 0% 0% 0% 0% 0% 0% 0% 6% 0% 0% 1% 0% 0% 0% 0% [-%] 34 25 15 76 13 10 11 34
100% 100% 100% 99% 99% 100% 100% 100% 100,
-
3:
2000 & 2004
4:
2004- 2007
2004 2007 0% 0% 0% 0% 0% 0% 50% 0% 38% 21% 0% 9% 0% 100% 25% 0% 53% 23% 50% 0% 38% 18% 27% 26% 0% 0% 0% 14% 17% 13% 0% 0% 0% 7% 3% 4% 0% 0% 0% 39% 0% 26%- 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% [-%] 12 4 16 28 30 70
100% 100% 101% 99% 100% 101% 100,
58
2000 2004 . . . . 0% 0% 0% 0% 8% 0% 0% 3% 0% 8% 0% 2% 8% 0% 13% 6% 13% 0% 0% 8% 17% 3% 0% 7% 38% 8% 88% 38% 38% 9% 44% 26% 22% 33% 0% 22% 25% 72% 0% 40% 3% 25% 0% 8% 0% 16% 0% 7% 18% 25% 0% 17% 0% 0% 44% 10%- 0% 0% 0% 0% 0% 0% 0% 0% 6% 0% 12% 6% 4% 0% 0% 1% [-%] 32 12 8 52 24 32 16 72
100% 99% 100% 101% 100% 100% 101% 100% 100,
-
Trent & Friedenberg38
.
1993 , , 90%
, 1999
. 2004
2007
0% 39%.
,
,
.
1994 71%
/ ,
,38Trent, J. S., Friedenberg, R.V. (1995), Political Campaign Communication, New York: Preager
1999 30% ,
. 1999,
[50%]
[50%], . 1999
,
,
.
2000
[38%],
[22%] [8%].
2004
. [72%]
, [16%]
.
59
-
(9%
3% ).
,
, .
.
,
.
,
.
, .
,
.
.
(image attributes) .
.
/
. , 50%
. 13% 13%
, .
. ,
, ,
:
:
. ,
60
-
.
. , ,
, .
.
,
.
. .
.
.
. 40%
, 53% 7% .
,
( ,
) .
(72% 25% )
(16% - 0%),
( 38% - 9%),
( 17% - 3%), ( 8% - 0%)
( 8% - 0%).
.
2004,
. ,
, ,
, ,
. , ,
(45%), (33%)
(22%).
61
-
2004 38%
, 38% 25% .
,
( , ),
.
,
.
. ,
, .
.
, ,
.
2007 /
53% ,
17% 3%.
27% .
:
: 2004
,
. .
. .
, . .
.
.
, .
.
. .
.
. .
62
-
, 2007, 39%
, 21% , 18% ,
14% 7% .
.
,
.
.
,
.
.
,
, ,
. ,
,
.
/ .
,
,
.
,
,
. Roper39 1992, 14%
/ ,
2% .
63
-
, . Kaid Johnston40
/ : []
, [] [] .
.
/
,
2000
. .
39Roper, C.S. (1996), A Cross-Cultural Analysis of the Content of Televised Political Ads in the United States and Italy, , Norman, The University of Oklahoma.40Kaid, L.L, Johnston, A. (2001), Videostyle in Presidential Campaigns: Style and Content of Televised Political Advertising, Westport Con. and London: Preager.
/
vox populi,
,
.
.
.
.
/ .
, 2004,
,
64
-
,
. : 2000 2004 ( ): , . 7,5%. . 3,5%. . 9,5 2006 , , . ; ;
- - - - - , - ---- --- - - , -- - .- -
:
:
,
.
, .
2004 2007.
,
.
:[]
,
, []
65
-
. ,
,
.
:
.
,
.
.
3.2.2
.
:
:
.
: ,
. .
,
.
/ :
.
/ : ,
.
.
66
-
.
/ :
.
. .
:
. .
,
, ,
. ,
,
,
.
/ ,
/ .
5:
1993- 1994
6:
1996- 1999
67
1993 1994 0% 15% 6% 71% 100% 85% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 10% 4% 0% 0% 0% 45% 30% 39% 0% 0% 0% 52% 45% 49% 0% 0% 0% 3% 0% 2% 29% 0% 15% [-%] 29 20 49 7 6 13
100% 100% 100% 100% 100% 100%
-
7:
2000 & 2004
8:
2004 2007
68
1996 1999 . . . . 24% 28% 53% 32% 0% 0% 100% 33% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 41% 36% 41% 40% 39% 50% 0% 29% 32% 36% 6% 27% 62% 50% 0% 38% 3% 0% 0% 1% 0% 0% 0% 0% [-%] 34 25 17 76 13 10 11 34
100% 100% 100% 100% 100% 100% 100% 100%
2000 2004 . . . . 16% 8% 38% 17% 13% 3% 50% 17% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 22% 58% 62% 37% 67% 9% 44% 36% 63% 33% 0% 46% 21% 88% 6% 47% [-%] 32 25 8 52 24 32 16 72
100% 99% 100% 100% 101% 100% 100% 100% 100,
2004 2007 17% 0% 13% 25% 3% 17% 14% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 7% 0% 3% 83% 25% 69% 21% 33% 75% 36% 0% 75% 19% 54% 57% 8% 47% 0% 0% 0% 0% 0% 0% 0% [-%] 12 4 16 28 30 12 70
100% 100% 101% 100% 100% 100% 100% 100,
-
1993 ,
.
[39%].
[49%] ,
[6%] / [4%] ( 5).
.
,
.
1996
[32%].
,
.
,
. 1996
[27%].
1993 [40%],
. ,
( 6).
,
.
1994
, 85%
.
69
-
.
1999,
2000 ,
1994, 33% , 38%
29% .
,
( 6).
,
.
2000 46%
, 37% 17%
. 2000
( 7).
.
[58%,
22% )
,
,
.
,
-
,
( 5). :
, 1993:
.
. .
,
. ,
. .
.
70
-
, 2000: .
, , , . ,
.
. .
.
.
.
, .
, ( ),
.
2004
2000: 47% , 36%
17% ( 7).
.
2000 , ,
. 2004 ,
,
. 88%
, .
[67%]
[21%].
2004
.
2004. ,
,
.
89% .
, ,
.
71
-
53%, 0%
33%.
[11% 13%]
. .
,
, .
.
2007
.
2007.
,
:
:
: , .
: .
, .
.
2004
.
75% 25%
( 8). ,
2004,
83% 17%.
2007
,
72
-
.
.
: 57% 54%
, , 33% 21%
( 8).
,
/ .
,
.
,
,
,
.
, ,
,
.
,
, ,
(tactful communication)
.
.
. , ,
,
,
. ,
.
73
-
.
.
.
. . ,
.
.
. ,
. ,
. ,
,
. , ,
, .
,
.
3.2.3
.
,
. ,
, ,
.
: .
,
, .
74
-
: ,
.
: .
.
.
9:
1993 1994
1993 1994 31% 25% 29% 71% 0% 39% 62% 65% 63% 0% 100% 46% 7% 10% 8% 29% 0% 15%
0% 0% 0% 0% 0% 0% [ - %] 29 20 49 7 6 13
100% 100% 100% 100% 100% 100%
10:
1996 1999
75
-
11:
2000 & 2004
12:
2004 2007
2004 2007 . . 0% 0% 0% 30% 25% 8% 24% 0% 75% 56% 10% 36% 83% 33% 100% 25% 44% 53% 39% 8% 40%
0% 0% 0% 7% 0% 0% 3%
76
1996 1999 . .
9% 32% 6% 16% 69% 50% 9% 44% 62% 68% 81% 68% 31% 0% 91% 41% 29% 0% 13% 16% 0% 50% 0% 15%
0% 0% 0% 0% 0% 0% 0% 0% [ - %] 34 25 17 76 13 10 11 34
100% 100% 100% 100% 100% 100% 100% 100%
2000 2004 . . 35% 25% 0% 27% 8% 22% 13% 15% 35% 42% 100% 46% 38% 9% 44% 26% 31% 33% 0% 27% 50% 69% 44% 57%
0% 0% 0% 0% 4% 0% 0% 1% [ - %] 32 12 8 52 24 32 16 72
101% 100% 100% 100% 100% 100% 101% 99% 100,
-
[ - %] 4 12 16 30 28 12 70100% 100% 100% 100% 100% 99% 100%
100,
13:
1993 1994
1993 1994 38% 60% 47% 71% 0% 39% 100% 80% 92% 100% 100% 100%
24% 30% 27% 100% 0% 54%
[] 29 20 49 7 6 13 100%
14:
1996 1999
1996 1999 . . . . 17% 52% 6% 26% 69% 100% 45% 76% 94% 88% 94% 92% 100% 100% 91% 97% 41% 36% 41% 40% 84% 50% 36% 59% [] 34 25 17 76 13 10 11 34
100%
15:
2000 & 2004
2000 2004 . . . . 75% 58% 25% 64% 42% 34% 50% 40% 90% 100% 100% 94% 75% 34% 94% 61% 69% 41% 38% 58% 71% 75% 50% 68%
77
-
[] 32 12 8 52 24 32 16 72 100%
16:
2004 2007
2004 2007 . . 75% 25% 38% 43% 63% 42% 51% 100% 100% 100% 93% 47% 92% 73% 100% 100% 100% 64% 83% 58% 71% [] 4 12 16 28 30 12 70
100%
92%
1993, 92% 1996,
100% 1994,
2004 61%
2007 73%.
, 47% 1993 39% 1994
26% 1996, 1999 76% 2000 64%,
2004 40% 2007 51%. ,
,
: 27% 1993 40% 1996, 58% 2000
68% 2004, 71% 2007.
,
1993
63% , 29%
8%,
( 9). 1996
(68%, 10),
. 1996
,
78
-
.
[29%], , [32%].
.
,
2004..
1999 44%
41%. 2000
46%,
27%,
.
2004 2007
, 26% 33% ,
, 57% 40% .
,
2004 2007
. 2004
. 34%
, 34% 75% .
.
,
.
.
, ,
.
,
,
. ,
.
,
79
-
. () ,
.
51%
.
2004
. , ,
. ,
63%. ,
, , 50%
38% .
,
.
,
.
67% 87%.
[44%] [44%],
12%.
,
, /
. :
. .
800
. 800
, , ,
Dover41,
.
80
-
41Dover, E .D (2006), Images, Issues and Attacks, Lanham: Lexington Books
2004,
,
.
. , ,
, .
.
.
, ,
.
,
.
2007,
,
3.3 3.3.1
(image) (issues).
,
.
.
, , .
,
81
-
. ,
: [] ,
, [] ,
.
Boulding42,
.
.
. (image formation)
.
, ,
,
.
.
.
, , .
. ,
,
.
. ,
.
,
. ,
,
82
-
42Boulding, K. (1956), The image, Ann Arbor: University of Michigan Press
.
,
,
,
, .
.
. (agenda setting)
.
,
,
.
-
.
(issue ownership)
, .
1999
.
.
,
.
,
,
83
-
.
:
,
.
. ,
, .
,
. ,
.
,
.
,
, .
. ,
. ,
,
. ,
,
,
. ,
. ,
Zakahi Hacker43 ,
84
-
43Zakahi , W. R., Hacker, K.L. (1995), Televised Presidential Debates and Candidate Images ( 99-122), Hacker, K, L Candidate Images in Presidential Elections, Westport, Connecticut Preager
17:
1993 1994
1993 1994 45% 60% 51% 71% 100% 85% 55% 40% 49% 29% 0% 15% [ - %] 29 20 49 7 6 13
100% 100% 100% 100% 100% 100%
18:
1996 1999
1996 1999 . . . . 47% 44% 29% 42% 77% 50% 0% 44% 53% 56% 71% 58% 23% 50% 100% 56% [ - %] 34 25 17 76 13 10 11 34
100% 100% 100% 100% 100% 100% 100% 100%
19:
2000 & 2004
20:
2004 2007
2004 2007
85
2000 2004 . . . . 41% 58% 50% 46% 33% 88% 25% 56% 59% 42% 50% 54% 67% 13% 75% 44% [ - %] 32 12 8 52 24 32 16 72
100% 100% 100% 100% 100% 101% 100% 100% 100,
-
. . 0% 0% 0% 63% 54% 17% 51% 100% 100% 100% 37% 46% 83% 49% [ -
%]
4 12 16 30 28 12 70
100% 100% 100% 100% 100% 99% 100%
, ,
. . 1993
49%
51%. 1996 58% 42%.
1994 85%
, 1999 44%
56% , .
1999
,
,
.
2000 41% ,
59%
. ,
58% 42% .
2004 56%
44% .
.
,
88%
13% ( 19).
,
,
. (100%)
86
-
. , ,
53% 57%.
,
. ,
2004 (67% 13%)
(33% 88%) .
2007
(51%)
(49%),
. , 63%
37% . ,
, 54% 46%
.
, 2004
2007 , ,
( 2004),
.
,
.
2004
.
2007
,
.
:
: 7
.
87
-
: . .
. , .
. .
:
. 13
. .
.
, ,
,
.
, .
,
.
3.3.2
,
.
.
. ,
.
.
.
Kaid Davidson44,
,
.
88
-
. , :
: .
,
.
:
.
.
,
.
:
.
21:
1993 1994
1993 1994 68% 69% 69% 100% 100% 100% 5% 6% 6% 0% 0% 0% 26% 25% 26% 0% 0% 0%
19
99%
16
100%
95
101%
7
100%
6
100%
13
100%
65% 80% 71% 100% 100% 100%
35% 20% 29% 0% 0% 0% [ - %] 29 20 49 7 6 13
100% 100% 100% 100% 100% 100% 100,
44Kaid, L. L, Davidson, D. K. (1986), Elements of Videostyle ( 184-209), Kaid, L.L, Nimmo,D. Sanders, K. R, New Perspectives on Political Advertising, Illinois: Southern Illinois University. 22:
1996 1999
1996 1999
.
.
.
.
67% 81% 91% 77% 25% 90% 100% 62% 17% 5% 0% 9% 0% 10% 0% 4%
89
-
17% 14% 9% 14% 75% 0% 0% 35%
24
101%
21
100%
11
100%
56
100%
12
100%
10
100%
4
100%
26
101%
71% 84% 65% 75% 92% 100% 36% 76%
29% 14% 35% 25% 8% 0% 64% 23% [ - %] 34 25 17 76 13 10 11 34
100% 100% 100% 100% 100% 100% 100% 100% 100,
23:
2000 & 2004
2000 2004
.
.
.
.
67% 60% 100% 62% 25% 7% 100% 23% 0% 0% 0% 0% 33% 0% 0% 8% 34% 40% 0% 38% 42% 93% 0% 69%
27
101%
10
100%
2
100%
39
100%
12
100%
30
100%
6
100%
48
100%
84% 83% 25% 75% 50% 94% 37% 67%
16% 17% 75% 25% 50% 6% 63% 33% [ - %] 32 12 8 52 24 32 16 72
100% 100% 100% 100% 100% 100% 100% 100%
24:
2004 2007
2004 2007 . . . 50% 100% 92% 30% 50% 88% 47% 50% 0% 8% 9% 13% 13% 11% 0% 0% 0% 61% 38% 0% 43%
2
100%
11
100%
13
100%
23
100%
16
101%
8
101%
47
101%
50% 92% 81% 77% 57% 67% 67%
90
-
50% 8% 19% 23% 43% 33% 33% [ - %] 4 12 16 30 28 12 70
100% 100% 100% 100% 100% 100% 100% 100,
29% 1993, 25% 1996
2000, 23% 1999, 33% 2004 2007
19% 2004. ,
1994 2004,
.
.
1993 69%
, 6%
, 26%
( 21).
1996,
14%
( 22).
1993 1996
, 1996
,
.
1999
. 62%
, 4%
, 35% ( 22).
.
.
91
-
.
, 75%
.
2000 62%
, 38%
,
( 23).
2000
,
,
.
2004
[69%]
[23%].
.
,
.
2004
[93%]. , ,
63% , 37%
.
2007 47%
,
43% .
.
,
(61% 38%).
92
-
,
.
3.3.3
.
, ,
. 45 ,
:
-. ,
.
- ,
.
,
. 45, . (1993), , :
,
1999.
1999 .
.
.
,
.
,
.
1993
93
-
(75% 33%) ,
. ,
.
2004.
, .
.
,
.
,
.
,
. ,
, -
. , 1993
,
1996
. ,
.
1996
,
.
1999 2000
94
-
,
,
2000 . ,
,
,
.
,
,
.
, ,
2004
2007. , 49%
1993, 33% 1996 65% 2000, 2004
6% 2007 9%.
3.3.4
. ,
,
.
,
.
. ,
, ,
.
95
-
.
,
. ,
,
. ,
.
,
.
1999:
: , ,
.
.
3.3.5
,
.
.
, Tinacci-Mannelli46
. Roper
39%
, 2%.
96
-
Kaid Johnston
1952-1996 5%
, 34%
.
,
,
. ,
.
.
-
,
,
.
46 Roper, 39
,
.
,
,
. :
.
,
.
.
97
-
25:
1993 1994
1993 1994 97% 100% 98% 100% 100% 100% -
0% 0% 0% 0% 0% 0%
3% 0% 2% 0% 0% 0%
0% 0% 0% 0% 0% 0% [ - %] 29 20 49 7 6 13
100% 100% 100% 100% 100% 100%
26:
1996 1999
1996 1999 . . . . 88% 80% 94% 87% 85% 0% 100% 65% -
6% 0% 0% 3% 15% 0% 0% 6%
6% 20% 6% 11% 0% 50% 0% 15%
0% 0% 0% 0% 0% 50% 0% 15% [ - %] 34 25 17 76 13 10 11 34
100% 100% 100% 101% 100% 100% 100% 101% 100,
27:
2000 & 2004
2000 2004
98
-
. . . . 22% 92% 75% 46% 38% 94% 81% 72%
- 59% 0% 25% 40% 42% 0% 0% 14%
19% 8% 0% 14% 21% 6% 19% 14%
0% 0% 0% 0% 0% 0% 0% 0% [ - %] 32 12 8 52 24 32 16 72
100% 100% 100% 100% 100% 100% 100% 100%
28:
2004 2007
2004 2007 . . . 50% 50% 50% 47% 96% 67% 70% -
0% 50% 37% 0% 4% 17% 4%
50% 0% 13% 53% 0% 17% 26%
0% 0% 0% 0% 0% 0% 0% [ - %] 4 12 16 30 28 12 70
100% 100% 100% 100% 100% 101% 100% 100,
1993-1996
: 98% 1993, 87%
1996 100% 1994. 1996,
,
:
[3%] [11%].
1999, 65% ,
6% 15% ,
15% ,
,
99
-
. ,
. ,
.
.
2000 46% ,
40%
14%.
,
.
.
2004 72%
14%,
14%.
2004
. 94%
6% .
,
,
.
,
. ,
,
,
.
,
.
,
, .
,
100
-
.
, ,
,
,
.
,
13%,
27% 60%
.
: 2004
.
..
2004
, ,
.
, ,
.
.
.
, .
2007 26%
, 70% .
. 53%
. ,
, . ,
. .
.
. . 2007
96%.
101
-
,
2004 2007
, , , ,
.
2004,
.
.
3.3.6 ,
, ,
.
.
. Roper,
, 34%
,
11%.
.
. , , ,
,
,
.
;
1999.
: [] ,
, []
, .
102
-
, [] ,
.
: , ,
.
:
,
.
: 13
,
.
1999 .
(, ,
, ) ,
.
,
. ,
.
,
, 1996
1999,
.
-
(, , )
.
2000:
. ,
.
103
-
.
. 23%, 9%. ,
.
. ,
, ,
,
, ,
,
, ,
, .
.
, ,
,
. 2004, 93%
47% .
1993
16% , 1994
39%, 8% 1996. 1999
32%, 2000 21%.
2004 29% 2007 17%.
,
. , ,
,
,
.
.
104
-
3.3.7
.
.
H Cambridge47,
1968-1988,
:
1. .
2. .
3. , ,
(intensity of
packaging) .
,
, .
,
,
,
. ,
.
, ,
.
.
.
1993,
. ,
105
-
,
,
.
47Cambridge, P. O. (1995), Music in Political Advertising: An analysis of the Use of Music in Presidential Campaign Spots, 1968-1988, AEJMC.
,
,
.
.
, Cambridge
. , Cambridge,
,
,
,
.
. ,
.
1993,
.
.
1996 1999,
,
106
-
( , ,
). 1999,
,
.
1996 (Pink Floyd The Wall)
1999 2000 .
3.4
.
1956
1952
.
/, ,
.
3.4.1
.
, ,
, ,
.
,
. ,
107
-
.
. ,
,
,
.
,
, . ,
.
,
, ,
.
/ .
.
,
.
/ .
.
.
,
,
.
,
,
, .
108
-
29:
1993 1994
1993 1994 7% 15% 10% 100% 83% 92% 79% 65% 73% 0% 0% 0% 14% 20% 16% 0% 17% 7% [ - %] 29
100%
20
100%
49
99%
7
100%
6
100%
13
99% 90% 90% 90% 0% 67% 31% 17% 85% 45% 0% 0% 0% 100,
30:
1996 1999
1996 1999 . . . . 59% 36% 76% 55% 92% 50% 18% 56% 15% 60% 12% 29% 0% 50% 45% 29% 26% 4% 12% 16% 8% 0% 36% 16% [ - %] 34
100%
25
100%
17
100%
76
100%
13
100%
10
100%
11
99%
34
100% 56% 64% 41% 55% 31% 70% 81% 59% 0% 16% 18% 9% 31% 20% 9% 2%1
100,
109
-
31:
2000 & 2004
2000 2004 . . . . 81% 50% 100% 77% 83% 81% 44% 74% 19% 50% 0% 23% 0% 0% 25% 6% 0% 0% 0% 0% 17% 19% 31% 21% [ - %] 32
100%
12
100%
8
100%
52
100%
24
100%
32
100%
16
100%
72
101% 31% 50% 63% 40% 33% 34% 100% 49% 9% 17% 25% 14% 29% 3% 38% 19%
100,
32:
2004 2007
2004 2007 . . . 100% 100% 100% 100% 61% 42% 74% 0% 0% 0% 0% 39% 58% 26% 0% 0% 0% 0% 0% 0% 0% [ - %] 4
100%
12
100%
16
100%
30
100%
28
100%
12
100%
70
100% 0% 8% 6% 17% 75% 100% 54% 0% 0% 0% 0% 14% 50% 14%
Trent Friedenberg
.
1993
.
.
Benoit48
110
-
. Dover
, ,
. ,
.
, , ,
.
, .
, ,
. .. 1993
.
,
( )
. 1996
,
,
.
48Benoit, W.L (2007), Communication in Political Campaigns, New York : Peter Lang Publishing
, 73% 1993
29% 1996,
, 90% 1993 55% 1996.
1999
111
-
,
. ,
.
.
.
, ,
.
.
, ,
,
.
,
,
.
,
.
, 2000,
2004 2007,
: 77%, 74% 74%.
.
40% 2000, 49% 2004
54% 2007.
.
112
-
2004
. (81% 83% ),
.
,
.
,
, ,
. 2004
.
.
.
,
, ,
.
73%, 27%
, 53%
.
.
,
, ,
.
2007
.
. 61%
, 39% ,
. , ,
,
, 17%
.
113
-
3.4.2
,
- .
.
, ,
,
.
.
,
.
.
,
. , ,
,
.
.
,
. ,
:
, .
.
.
114
-
,
.
,
.
.
.
.
.
.
:
.
.
.
/.
.
.
. .
33:
1993 1994
1993 1994
115
-
38% 33% 36% 0% 0% 0%
15% 38% 25% 0% 75% 75% /
0% 11% 5% 0% 0% 0% ,
0% 6% 2% 0% 0% 0%
65% 33% 52% 0% 0% 0%
85% 39% 66% 0% 25% 25%
0% 6% 2% 0% 0% 0% 0% 0% 0% 0% 0% 0% ()* 26 18 44 0 4 4
*
/ .
34:
1996 1999
1996 1999 . . . .
21% 88% 0% 43% 0% 71% 11% 30%
116
-
32% 38% 14% 31% 25% 0% 0% 5%
/
5% 0% 0% 2% 0% 0% 22% 10% ,
16% 6% 14% 12% 0% 0% 0% 0%
42% 25% 0% 29% 100% 100% 56% 90%
74% 44% 29% 55% 25% 0% 11% 10%
32% 42% 0% 31% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 15% ()* 19 16 7 42 4 7 9 20*
/ .
35:
2000 & 2004
2000 2004 . . . .
0% 0% 0% 0% 38% 0% 6% 11%
60% 0% 0% 35% 0% 0% 13% 6% /
0% 0% 0% 0% 0% 0% 25% 11% ,
117
-
0% 0% 0% 0% 0% 0% 0% 0%
10% 67% 0% 29% 63% 73% 13% 43%
30% 17% 0% 24% 0% 27% 69% 40%
0% 33% 0% 12% 0% 0% 6% 3% 0% 0% 0% 0% 0% 0% 0% 0% ()* 10 6 5 32 24 32 16 72*
/ .
36:
2004 2007
2004 2007 . . .
0% 0% 0% 0% 5% 17% 8%
0% 0% 0% 0% 0% 8% 3% /
100% 0% 100% 0% 10% 0% 5% ,
0% 0% 0% 0% 0% 0% 0%
0% 0% 0% 100% 90% 50% 79%
118
-
0% 0% 0% 0% 19% 42% 24%
0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% ()* 1 0 1 5 21 12 38
*
/ .
37:
1993 1994
1993 1994
35% 56% 43% 0% 0% 0% 65% 6% 41% 0% 0% 0%/ 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
0% 39% 16% 0% 100% 100% ()* 26 18 44 0 4 4
*
/ .
38:
1996 1999
1996 1999 . . . .
32% 94% 0% 50% 0% 71% 11% 30% 63% 6% 0% 31% 100% 0% 11% 25%/
0% 0% 29% 5% 0% 0% 56% 25%
119
-
0% 0% 14% 2% 0% 0% 0% 0%
5% 0% 57% 12% 0% 29% 22% 20% ()* 19 16 7 42 4 7 9 20*
/ .
39:
2000 & 2004
2000 2004 . . . .
50% 83% 0% 48% 38% 0% 6% 11% 30% 17% 0% 19% 63% 55% 6% 34%/ 0% 0% 0% 0% 0% 0% 56% 26% 0% 0% 0% 0% 0% 0% 0% 0%
20% 0% 100% 33% 0% 45% 31% 29% ( - %)* 10 6 5 21 8 11 16 35
100% 100% 100% 100% 101% 100% 99% 100% 100,
*
/ .
40:
2004 2007
2004 2007 . . .
0% 0% 0% 0% 67% 25% 45% 0% 0% 0% 0% 19% 8% 13%/ 0% 0% 0% 0% 0% 25% 8% 0% 0% 0% 0% 5% 0% 3%
100% 0% 0% 100% 10% 42% 32% ( - %)* 1 0 1 30 28 12 70
100% 100% 100% 101% 100% 100% 100,
*
120
-
/ . 1993 65%
, 35%
.
. 56% . , 6%
, 39%
( 37).
- 1989. ,
1990.
1993,
1990.
1996 94%
, 6%
( 38).
.
1993 1996
2%
31% ( 33,34).
1993 42%
1996,
0% 32%.
.
,
.
1996 32%
, 63% .
,
121
-
, 1990-1993,
.
1993-1996
,
.
,
. ,
. ,
.
Swanson Mancini 49 ,
,
.
2000 .
.
.
. ,
1999 2000. 1999
.
, 2000
. .
.
, .
. ,
, freeze frame,
.
,
.
122
-
49Swanson, D. L, Mancini, P. (1996), Politics, Media and Modern Democracy, Westport: Praeger.
, 2000:
.
, , ,
, , ,
, ,
. . 9
, , .
,
, ,
,
.
.
2007.
2000
,
.
, .
.
,
.
.
123
-
,
,
.
:
,
.
.
.
CD-player.
. ,
, 50
,
. , CD
,
.
, ,
,
, ,
.
- -
.
, ,
, ,
.
124
-
50 1980
2004
. 55%
,
45% .
:
, . .
. ,
, .
. .
330 .
. .
.
, ,
, .
. ,
.
.
,
.
.
,
. ,
.
125
-
2004 , 63%
, ,
.
. :
. , .
, . 1990-1993
. .
7 . ,
, .
,
1996, 1990-
1993, 2004 .
2007 45%
13% , 32%
.
.
.
.
, , ,
.
:
:
2004 .
. 760 ,
. .
, ,
, .
67% ,
.
. ,
126
-
.
,
.
.
. ,
.
. :
, 1999:
, , . .
. .
.
.
. 1996
76%
, 12% , 12%
.
41% .
1996 ,
. 1999
( 30).
1999 1996.
,
.
1999 2007,
.
: ,
127
-
,
, .
,
,
.
, ,
.
, ,
,
. ,
.
,
.
,
,
.
. .
:
, 1999:
, .
.
,
.
, 2007
, .
.
128
-
, :
,
.
, .
. ,
,
.
.
, 2004
,
,
.
.
,
, ,
,
.
. ,
.
3.4.3 ,
, .
129
-
.
,
, .
, ,
.
.
,
, .
,
,
.
. ,
. ,
,
.
.
:
,
,
.
130
-
.
.
.
2004 2007
,
, .
41 :
1993 1994
1993 1994 0% 0% 0% 0% 0% 0%
4% 22% 11% 0% 0% 0%
4% 6% 5% 0% 0% 0%
0% 11% 5% 0% 0% 0%
( ) 4% 0% 2% 0% 0% 0% 100% 89% 95% 0% 0% 100% ()* 26 18 44 0 4 4 100
*
/ .
131
-
42:
1996 1999
1996 1999 . . . . 0% 6% 0% 2% 0% 29% 0% 10%
0% 6% 0% 2% 0% 0% 0% 0%
0% 15% 0% 5% 0% 0% 0% 0%
26% 69% 0% 33% 0% 0% 0% 0%
( ) 0% 0% 0% 0% 4% 0% 0% 20% 95% 81% 100% 88% 100% 71% 100% 85% ()* 19 16 7 42 4 7 9 20 100
*
/ .
43:
2000 & 2004
132
-
2000 2004 . . . . 10% 0% 0% 6% 0% 0% 19% 9%
0% 0% 0% 0% 0% 0% 0% 0%
20% 0% 0% 12% 0% 0% 0% 0%
40% 100% 0% 59% 0% 0% 0% 0%
( ) 20% 100% 40% 47% 0% 45% 0% 14% 50% 0% 80% 53% 63% 55% 63% 60% - - - - 38% 0% 25% 20% ( - %)* 10 6 5 21 8 11 16 35
100
*
/ .
44:
2004 2007
2004 2007 . . . 0% 0% 0% 0% 5% 0% 3%
0% 0% 0% 0% 0% 8% 3%
133
-
0% 0% 0% 0% 5% 25% 11%
0% 0% 0% 0% 24% 8% 11%
( ) 0% 0% 0% 40% 0% 0% 11% 0% 0% 0% 20% 86% 83% 76% 100% 0% 100% 40% 10% 17% 16% ( - %)* 1 0 1 5 21 12 38
100
*
/ .
.
95%
1993, 100% 1994, 88% 1996,
85% 1999, 53% 2000, 60% 2004 76% 2007.
.
1993
,
.
,
. ,
,
.
. , , .
.
2000
134
-
.
.
testimonials .
,
,
.
5% 1993, 33% 1996
59% 2000, 0% 2004 11% 2007.
1996
,
.
2004
. ,
. ,
.
2004.
, 45%
55% . 2004
, 63%
, 38%
.
.
,
, 55% ,
45% .
2007.
135
-
2004 2007.
2004
,
. 2007
:
,
(75%) . (25%),
,
.
2007
.
. 39%
, 75% .
.
, .
(24%) . (5%).
40%
, 20%
40% .
3.5
. :
;
;
. Boiney Paletz51
Fiorina52
,
136
-
.
. Boiney Paletz
,
.
,
. ,
.
51Boiney , J, Paletz, D,L. (1991), In Search of the Model Model: Political Science Versus Political Advertising Perspectives on Voter Decision Making, Biocca F., Television and Political Advertising, Volume 1: Psychological Processes. Hillsdale, NJ: Lawrence Erlbaum Associates. 52Fiorina, M.P.(1981), Retrospective Voting in American National Elections, New Haven, Conn: Yale University Press.
Van Hoof 53
-
,
,
,
,
, .
.
,
.
137
-
;
;
, , Fiorina,
, .
53Van Hoof, A.M.J., Kleinnijenhuis, J., Oegema, D., De Ridder, J.A.(2003), Guild and Penance: Prospective and Retrospective Voting in 2002.
4
4.1
,
,
, , ,
138
-
. ,
, , .
, ,
.
. , ,
,
,
.
,
.
.
. ,
. ,
. ,
.
.
, ,
.
,
,
. ,
139
-
,
.
, , .
.
.
,
. .
,
.
McGuire54:
,
,
.
54McGuire, W. J. (1989), Theoretical Foundations of Campaigns ( 43-65), Rice, R.E., Atkins, C.K, Public Communication Campaigns, Newbury Park, California: Sage Publications Inc.
. ,
.
,
, ,
.
4.1.1
140
-
,
.
,
, , ,
.
:
1.
.
2. ,
.
3. .
.
,
1960 1970,
.
Lazarsfeld, Berelson Gauder55.
:
1.
, .
, -
, .
2. : []
, []
[]
141
-
.
.
3.
. ,
.
4. .
.
, ,
.
, ,
,
,
55Lazarsfeld, P. F., Berelson, B,. Gauder, H. (1944), The Peoples Choice: How the Voter Makes Up his Mind in a Presidential Campaign, New York: Columbia University Press
,
. ,
Surlin Gordon56,
.
,
.
,
,
142
-
.
.
4.1.2
. Klapper57,
.
, .
: []
,
,
56Surlin, S. H., Gordon, T.F.(1976), Selective Exposure and Retention of Political Advertising, Journal of Advertising Research, 5 (. 32-44)57Klapper, J. T,(1960), The Effects of Mass Communication, New York: The Free Press
[] ,
[]
.
,
.
, , ,
.
, ,
143
-
,
.
,
,
. ,
,
. ,
, /
, ,
. ,
,
.
, ,
.
,
.
,
.
,
,
.
,
,
, .
, ,
,
.
4.1.3
144
-
.
,
.
, ,
, ,
,
.
,
,
.
,
.
. 81,5%
, 17,5% ,
0,5% . , 83,5%
, 98,5%
.
. 81%
2,5%
.
:
1.
.
,
145
-
-
.
.
,
,
, ,
push polling .
2.
.
,
.
, .
,
,
,
,
,
.
,
. ,
.
,
,
, .
, .
,
,
.
146
-
. -,
.
.
.
147
-
. ,
.
,
,
.
. 3/15.09.2009 15 2009 10:00 , , , , -, .
4 2009
148
-
: ) 15 . 2 ,
, .
) . . 96/2007 .
) . 3603/2007 , .
) . 21167/9.9.2009 , , , 4 2009 21168/9.9.2009 , , 4 2009 .
) 4 . 2 . 2863/2000, , , , .
) 4 2009.
.
1
7
149
-
4 2009, .
2
1. , (, , , ) 4 2009, , , , .
2. , 16 2007.
3. (1/3) , (5) (. 10 . 21167/9.9.2009 ).
4. .
3
1. , , : ) , ) , ) , ) , ) ) .
2. 2 . 3603/2007 .
150
-
3. 24 18.09.2009 19 4.10.2009 , , , , , ( 15 . 21167/09.09.2009 ).
4
1. ( 47 . 1 . 96/2007). ( 45 . 1 . ' .. 96/2007).
2. (18:00 1:00) ( 7:00 1:00) , 7, 8 9 . 21167/9.9.2009 .
3. 24 2.10.2009 19 4.10.2009 , (. 15 . 21167/9.9.2009 ).
4. . .
151
-
5. , .
6. . , , , . , .
5
1. , , , . , , , ( 47 . 1 . 96/2007). , .
2.
: . , .
. , .
. , , , ,
152
-
, ( 47 . 2 .. 96/2007).
3. ( 47 . 3 .. 96/2007).
4. , , (. 1 . 21168/9.9.2009 ).
5. , . . (. 2 . 21168/9.9.2009 ).
6. , . ( ) (. 3 . 21168/9.9.2009 ).
7. , 1 (. 4 . 21168/9.9.2009 ).
1. (. . ) (10) . .
153
-
(1/3) (. 3 5 . 21167/9.9.2009 ).
2. . , ( 47 . 2 .. 96/2007).
7
1.
. . . 2 ( ), 3 ( ) 5 ( ) 21167/9.9.2009.
2. : (. . , . . .), , , ( , . 5 ),
( ).
3. 2 .
4. . . . . . 1 ( ), 2 ( ), 3 ( ), 4
154
-
( ) 5 () 21167/9.9.2009.
5. 1 4 Excel [email protected] ( ).
8
. . . , .
..
, , (2001), :
, , 17 2001, :
www . koinonia . gr /.../ periodiko %20 marketing %20 vol /20. intAYLONITES . doc ,
22/08/09
. (1990), Marketing, , -
.
155
http://www.koinonia.gr/.../periodiko%20marketing%20vol/20.intAYLONITES.doc
-
, . (2007) , Marketing &
, 2007. : http :// www . koinonia . gr / Editions %20&
%20 Papers / periodiko %20 marketing %20 v 1/ , 29/08/09.
, . (1993), , :
.
. (1997), , ,
., .
, . (2000), Marketing
, 19 2000.
. (2008),
:
, ,
& , , .
, . (2004), , , ,
5/03/2004.: http :// www . eklogesonline . com / gpj / articles /2004/ ac 19. asp ?
state = elections , 30/08/09
, . (2000), , ,
.
, , (2001), Marketing, ,
, .
, . (2007), :
marketing , 2007.
: http :// www . koinonia . gr / Editions %20&%20 Papers / periodiko
%20 marketing %20 v 1/ , 29/08/09.
, . (2007), :
, , 2007. :
http :// epixeirein . gr /2007/09/13/% CF %80% CE % BF % CE % BB % CE % B 9% CF
%84% CE % B 9% CE % BA % CF %8 C % CE % BC % CE % AC % CF %81% CE % BA
% CE % B 5% CF %84% CE % B 9% CE % BD % CE % B 3% CE % BA % CE % BF % CE
% B 4% CE % B 7% CE % B 3% CE % AF % CE % B 5% CF %82% CF %80% CF
%81% CE % BF % CF %82% CF %85% CF %80% CE % BF / 29/08/09.
156
http://epixeirein.gr/2007/09/13/%CF%80%CE%BF%CE%BB%CE%B9%CF%84%CE%B9%CE%BA%CF%8C%CE%BC%CE%AC%CF%81%CE%BA%CE%B5%CF%84%CE%B9%CE%BD%CE%B3%CE%BA%CE%BF%CE%B4%CE%B7%CE%B3%CE%AF%CE%B5%CF%82%CF%80%CF%81%CE%BF%CF%82%CF%85%CF%80%CE%BF/http://epixeirein.gr/2007/09/13/%CF%80%CE%BF%CE%BB%CE%B9%CF%84%CE%B9%CE%BA%CF%8C%CE%BC%CE%AC%CF%81%CE%BA%CE%B5%CF%84%CE%B9%CE%BD%CE%B3%CE%BA%CE%BF%CE%B4%CE%B7%CE%B3%CE%AF%CE%B5%CF%82%CF%80%CF%81%CE%BF%CF%82%CF%85%CF%80%CE%BF/http://epixeirein.gr/2007/09/13/%CF%80%CE%BF%CE%BB%CE%B9%CF%84%CE%B9%CE%BA%CF%8C%CE%BC%CE%AC%CF%81%CE%BA%CE%B5%CF%84%CE%B9%CE%BD%CE%B3%CE%BA%CE%BF%CE%B4%CE%B7%CE%B3%CE%AF%CE%B5%CF%82%CF%80%CF%81%CE%BF%CF%82%CF%85%CF%80%CE%BF/http://www.koinonia.gr/Editions%20&%20Papers/periodiko%20marketing%20v1/http://www.koinonia.gr/Editions%20&%20Papers/periodiko%20marketing%20v1/http://www.eklogesonline.com/gpj/articles/2004/ac19.asp?state=electionshttp://www.eklogesonline.com/gpj/articles/2004/ac19.asp?state=electionshttp://www.koinonia.gr/Editions%20&%20Papers/periodiko%20marketing%20v1/http://www.koinonia.gr/Editions%20&%20Papers/periodiko%20marketing%20v1/
-
. (2003), Marketing marketing ,
. ,
, , (2008),
, , .
. (1999), . .,
.
. (1990), , , ( ,
).
. (2009), blogs,
Facebook, social media:
, Obamania ,
knowhow, 2009. : http://www.knowhow.gr/?p=2282, 30/08/09
Boulding, K. (1956), The Image, Ann Arbor: University of Michigan
Press.
Butler B. and Collins N. (1994), Political marketing: structure and
process, European Journal of Marketing, vol. 28, no. 1, pp.19-34.
Dover, E.D. (2006), Images, Issues and Attacks, Lanham: Lexington
Books.
Elliot, R. (2005), Strategic Advertising Management. The University
Press: Oxford
Fenn P. (2009), The New Media in Political Campaigns What the
Future Holds in Johnson W.D. (2009), Routledge Handbook of Political
Management, Routledge International Handbook, New York London,
pp. 126-138
Franklin, B. (1995), A bibliographical essay, Political Communication,
vol. 12, pp. 223-242.
Harrop M. (1990), Political marketing, Parliamentary Affairs, vol. 43,
pp.277-291.
157
http://www.knowhow.gr/?p=2282
-
Kaid, L.L., Johnston ,A. (2001), Videostyle in Presidential Campaigns;
Style and Content of Televised Political Advertising, Westport Con. and
London: Praeger.
Kavanagh D. (1995), Election campaigning: the new marketing of
politics, Oxford: Blackwell Publishers.
Klapper, J.T. (1960), The Effects of Mass Communication, New York:
The Free Press.
Kotler, P. (1980), Principles of Marketing. The University Press:
Northwestern
Lees-Marshment J. (2001b), The marriage of politics and marketing,
Political Studies, vol. 49, pp.692-713.
Lock A. and Harris P. (1996), Political marketing vive la difference
European Journal of Marketing, vol.30, no.10-11, pp.21-31.
Maarek P. J (1995), Political marketing and communication, London:
John Libbey &Co.
McGuire, W.J. (1989), Theoretical Foundations of Campaigns ( 43-
65), Rice, R.E., Atkins, C.K., Public Communication Campaigns,
Newbury Park, California: Sage Publications Inc.
Newman B.I. (1999), A predictive model of voter behavior in Newman
B.I (eds)(1999), Handbook of political marketing, Thousand Oaks. CA:
Sage.
O Cass A. (1996), Political marketing and the marketing concept,
European Journal of Marketing, vol. 30, no. 10-11, pp. 45-61.
O Shaughnessy N. (2001), The marketing of political marketing,
European Journal of Marketing, vol.35, no.9-10, pp.1047-1057.
Plasser F, Scheucher C and Senft C. (1999), Is there a European style
of political marketing? A survey of political managers and consultants,
in Newman I.B.(eds), Handbook of political marketing, Thousand Oaks,
CA: Sage Publications, pp.89-112.
Roper, C.S. (1996), A Cross-Cultural Analysis of the Content of
Televised Political Ads in the United States and Italy,
, Norman, The University of Oklahoma.
158
-
Scammel, M. (1999), Political marketing: lessons from political
science, Political Studies, vol.47, pp.718-739.
Surlin, S.H., Gordon, T.F. (1976), Selective Exposure and Retention of
Political Advertising, Journal of Advertising Research, 5 (.
32-44).
Thomson, S. and Sinha, R. (2008), Brand Communities and New
Product Ado