This study examines the contents of political advertising between the U.S. and Japan. The population of this study was defined as all political ads appearing in major daily newspapers during the 1963–1996 presidential election campaigns in the U.S. and the House of Representatives' election campaigns in Japan. In the case of U.S., five major dailies were selected for the present study: the Atlanta Constitution, the Chicago Tribune, the LA Times, the New York Times, and the Washington Post. In the case of Japan, it has four major national dailies: the Asahi Shimbun, the Mainichi Shimbun, the Yomiuri Shimbun, and the Nihonkeizai Shimbun. A total of 396 newspaper ads were analyzed in this study. Results of this study showed that there were differences of types and valences of political advertising between the U.S. and Japan.
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