In this study, instances and frequency of optimism expressed by candidates in the 2016 general election cycle are determined through employing the computerized text analysis software, DICTION 7.0. The presence of optimistic lexical units and broader implications made by candidates, Hillary Clinton and Donald Trump in major speeches are analyzed and compared. The technical and creative capabilities, and methods of Diction 7.0 are discussed in detail. In addition, research regarding the influence of optimism in politics on consumer perception are discussed as implications of this study. The analysis of conveyed optimism by the two candidates reveals insight into the use and effects of rhetoric in the 2016 general election.
