Videostyle in Presidential Campaigns

LYNDA LEE KAID is Professor of Communication and George Lynn Cross Research Professor at the University of Oklahoma where she also serves as the Director of the Political Communication Center and supervises the Political Commercial Archive. She is the author or editor of 14 books, including The Electronic Election, New Perspectives on Political Advertising, Mediated Politics in Two Cultures, Political Advertising in Western Democracies and Political Campaign Communication: A Bibliography and Guide to the Literature.ANNE JOHNSTON is an Associate Professor in the School of Journalism and Mass Communication at the University of North Carolina, Chapel Hill. She has authored and co-authored work on cross-cultural studies of political broadcasting, styles and strategies in political advertising, and women and the media. Her articles have appeared in the Journal of Applied Communication Research, Journalism Quarterly, Journal of Communication, and Political Communication.

Recommended for general readers, upper-division undergraduates, graduate students, and professionals. - Choice

• Preface Presidential Campaign Advertising on Television Political Advertising Content and Effects Vidoestyle: Concept, Theory, and Method Advertising Content and Styles Across the Years Videostyle and Political Candidate Positioning Negative and Positive Videostyle Videostyle and Ethics in Political Advertising The Mediation of Videostyle: How Television and Newspapers Cover Political Candidate Advertising Videostyle in International Perspective Recurring Elements of Videostyle and the Future of Presidential Candidate Presentation References Appendix: Videostyle Codesheet