文档字数：5483
摘 要
宣传是通过信息传播以影响人们的思想和行动的社会行为。在美国，人们倾向于通过看电视得到各式各样的信息。因此，电视这一媒介就成了总统竞选的主要武器，并成为候选人成功的关键。在竞选期间，候选人时刻铭记电视宣传的重要性，每一位候选人尽力掌握电视这一媒介去宣传自己的优点和对手的缺点。从某种程度上说，电视宣传影响了候选人的成功，并成为获得选民支持度的重要力量。宣传的掌握，可能帮助候选人得到各界的支持，并实现他们的总统梦。
在这篇论文中，第二章通过形象设置、议题设置、信息传递三方面讨论了电视媒介宣传在美国总统竞选中的功能。第三章重点描写了美国总统电视竞选中的宣传艺术：光辉泛化法，洗牌作弊法，平民法，辱骂法，乐队花车效应法和转移法。
总之，本文通过分析电视媒介宣传在总统竞选中的作用及总统竞选中常用的电视宣传技巧,阐释了电视宣传在总统竞选中的重要性,总结了美国总统电视竞选中的有效方面,为我国的政治宣传提供了可借鉴性。
关键词：宣传技巧；电视媒介；总统竞选
Abstract
Propaganda is a kind of social behavior influencing people’s opinions or actions by means of transmission of information. In America, people are fond of getting different kinds of news from television. So television medium becomes the important weapon of presidential campaign and the key to candidates’ success. During the campaign, candidates bear the importance of television propaganda in their minds all the time and each candidate tries his best to master television medium to propagandize his own strong points and opponent’s weak points. To some extent, television propaganda influences the candidates’ success and becomes the important power of winning voters’ support. Mastering these propaganda techniques may help candidates get support from every walk of life, and realize their dreams of becoming the President.
In the thesis, Chapter Two discusses the functions of television medium propaganda in American presidential campaign from the following three aspects: image-setting, agenda-setting, information-conveying. Chapter Three focuses on the propaganda techniques in American presidential television campaign, such as Glittering Generalities, Card Stacking, Plain Folks, Name Calling, Bandwagon, and Transferring.
In one word, this thesis analyzes the function of television medium propaganda and the main television techniques in presidential campaign, and illustrates the importance of presidential campaign propaganda. The summary of effective aspects of American presidential television campaign provides some preference to our countries’ political propaganda.
Key words: propaganda technique；television medium；presidential campaign
Contents
Chapter 1 Introduction 1
Chapter 2 Functions of Television Medium Propaganda in American Presidential Campaign 2
2.1 Image-setting Function 2
2.2 Agenda-setting Function 3
2.3 Information-conveying Function 3
Chapter 3 Propaganda Techniques in American Presidential Television Campaign 5
3.1 Glittering Generalities 5
3.2 Card Stacking 7
3.3 Plain Folk 7
3.4 Name Calling 8
3.5 Bandwagon 9
3.6 Transferring 10
Chapter 4 Conclusion 12
Notes 13
Bibliography 14
Acknowledgements 15
