| Abstrakt: |
Abstract: The article discusses the o cial presentations of the two most successful candidates of the rst round of the presidential elections in the Czech Republic 2013, Karel Schwarzenberg and Miloš Zeman, from the perspective of the concepts of positive and negative political advertisement and the re ection of the election campaigns by Czech citizens. By the means of the framework and content analyses the topics and the most frequent words of the o cial (created by campaigns teams) materials are identi ed. The results are interpreted with regard to the attributes of positive and negative campaign. Using the statistical analysis of the data from public opinion survey by CVVM the Czech public’s re ection of the election campaigns is described. The results of the study indicate that we can denote Zeman’s campaign after the rst round of the elections as a negative one. Zeman’s campaign has also proved to be more speci c and memorable - by both, subjective evaluation of the respondents and the associations, connected with the candidates after the elections. |
