Presidential-Election Commercials. Television commercials are becoming increasingly important and prevalent in presidential elections. A study by D. Lowry and M. Naser examined whether rhetoric in presidential TV commercials is different between the winners and losers. The researchers published their results in the article “From Eisenhower to Obama: Lexical Characteristics of Winning versus Losing Presidential Campaign Commercials” (Journalism & Mass Communication Quarterly, Vol. 87, Nos. 3/4, pp. 530–

547). A hypothesis test was conducted to see whether, on average, the loser’s TV-commercial rhetoric was more frequent on terms that were self-related (I/me/my words) than that of the winner’s commercials.