WILLIAM L. BENOIT is Professor of Communication at the University of Missouri. Among his earlier publications are Accounts, Excuses, and Apologies, Candidates in Conflict, and his first Praeger book, Campaign '96.

• Preface Preliminaries Introduction: Presidential Television Spots The Functional Approach to Political Advertising General Campaigns In the Beginning: 1952,1956 The Democrats Ascend: 1960, 1964 Nixon's Return: 1968, 1972 After Watergate: 1976, 1980 Republicans in Control: 1984, 1988 The End of the Millennium: 1992, 1996 Other Campaigns Primary Campaigns: Who Shall Lead Us? Third Party Candidates: Another Choice Comparisons Contrasts Conclusions Appendix

WILLIAM L. BENOIT is Professor of Communication at the University of Missouri. Among his earlier publications are Accounts, Excuses, and Apologies, Candidates in Conflict, and his first Praeger book, Campaign '96.

• Preface Preliminaries Introduction: Presidential Television Spots The Functional Approach to Political Advertising General Campaigns In the Beginning: 1952,1956 The Democrats Ascend: 1960, 1964 Nixon's Return: 1968, 1972 After Watergate: 1976, 1980 Republicans in Control: 1984, 1988 The End of the Millennium: 1992, 1996 Other Campaigns Primary Campaigns: Who Shall Lead Us? Third Party Candidates: Another Choice Comparisons Contrasts Conclusions Appendix

WILLIAM L. BENOIT is Professor of Communication at the University of Missouri. Among his earlier publications are Accounts, Excuses, and Apologies, Candidates in Conflict, and his first Praeger book, Campaign '96.

• Preface Preliminaries Introduction: Presidential Television Spots The Functional Approach to Political Advertising General Campaigns In the Beginning: 1952,1956 The Democrats Ascend: 1960, 1964 Nixon's Return: 1968, 1972 After Watergate: 1976, 1980 Republicans in Control: 1984, 1988 The End of the Millennium: 1992, 1996 Other Campaigns Primary Campaigns: Who Shall Lead Us? Third Party Candidates: Another Choice Comparisons Contrasts Conclusions Appendix