Analyzing Verbal Content of Political Spots in the 2020 U.S. Presidential Election

This study examined the content of political advertisements from the two primary candidates, Donald Trump, and Joe Biden, during the 2020 U.S. presidential election to identify similarities and differences. The findings showed that Biden focused more on policy issues than personal image in his ads, while Trump utilized both issues and personal image in his advertising. The study revealed that Biden was less aggressive than Trump in his approach, as he refrained from using a comparative or attacking tone in his political advertisements. Trump, on the other hand, utilized logical appeals more frequently than his opponent. The implications from the results were further discussed.