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Scholars seeking to examine the effect that campaign processes have on election outcomes have focused largely on the behavior of voters. In contrast, the behavior of candidates, particularly with respect to the information that candidates communicate to voters, has received limited attention. The dearth of this work in this area stems in part from a paucity of data that allows candidate behavior to be reliably & systematically measured. In this paper, I assess a data source that may be used to overcome this limitation: televised campaign advertisements. After discussing the strengths & weaknesses of these data, I offer a sample analysis using data collected from all available advertisements produced by candidates competing in US presidential campaigns, 1976-1996. Specifically, I examine the factors that influence these candidates' decisions to address concerns that are salient to the public in their campaign messages. 3 Tables, 1 Appendix, 40 References. Adapted from the source document. COPIES ARE AVAILABLE FROM: HAWORTH DOCUMENT DELIVERY CENTER, The Haworth Press, Inc., 10 Alice Street, Binghamton, NY 13904-1580

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