The Image of Presidential Candidates in the United States (2008-2020): An Analysis of Frames in Political Introduction Spots

This study analyzes presidential campaign presentation spots from 2008 to 2020 in the United States, focusing on candidates Barack Obama, Donald Trump, Joe Biden, John McCain, Mitt Romney, and Hillary Clinton. It examines how these candidates adapt their messaging strategies in response to socio-economic and political changes. By utilizing Aquiles Chihu’s communication frames methodology, the research dissects visual, verbal, and auditory elements within these ads to understand their impact on voter perceptions. Key findings reveal that while all candidates employ visual storytelling and emotional appeals, their effectiveness varies based on alignment with voter values and concerns. The integration of sound framing enhances understanding of emotional engagement, highlighting its role in shaping narratives and mobilizing voters.