Political parties face strategic decisions about whether to campaign on issue-based appeals, pertaining to debates over such issues as economic, immigration, and environmental policies, versus valence-based appeals, emphasizing leadership attributes, such as character (integrity, honesty, and so on), along with performance, that is, the ability to deliver positive outcomes. To better understand these choices, we analyze parties' national election campaign strategies across ten Western European democracies. We argue for, and empirically substantiate, an: our issues versus their valence effect, that is, that parties' self-presentations will be more issue-based than their presentations of opponents; an extremist party issue focus effect, that is, that parties with more extreme ideologies most strongly emphasize issues over valence in their self-presentations; and a prime ministerial valence focus effect, that is, that prime ministerial parties more strongly self-present on valence. These findings have implications for election outcomes and mass–elite linkages.
