This report of a study investigating the advertising strategies of various senatorial candidates and their results presents a trend analysis of GOP Senatorial advertisements aired on television throughout the United States during the 1984 national election campaign. One hundred and one campaign spots from all geographic regions were examined in light of popular assumptions and expectations concerning the nature of modern electoral campaigns. The commercials were viewed in the context of two variables: (1) ads were studied from a regional perspective; and (2) spots were examined to determine if incumbent candidate advantages were manifested in different commercial patterns and strategies between incumbent and challenger candidates. Other factors evaluated included content theme, topic issue, source of endorsement or attack, use of symbolic artifacts, stylistic characteristics, social and location context, and actual length of the spot. Analysis revealed that attack and argument ads were the two most prevalent spot categories, suggesting a trend toward greater usage of negative spots in political campaigns. In addition, most issues were presented in a general manner, indicating that politicians tried to identify themselves with what they perceived as the most popular social attitudes and policy concerns. (A polispot preliminary code book, and 35 footnotes are appended.) (MM)