Our team coded the content of each ad using four tenets: 1) whether content was positive, negative or comparative, 2) whether ads focused on issues, character or a combination of character and issue, 3) the emotional appeals used based on six primary emotions: anger, fear, sadness, joy, love and surprise, and 4) the subject matter. Together, these tenets helped reveal the broader strategy of each campaign – a strategy that focused more on the weaknesses of the opponent rather than the strengths of the candidate.

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