A Functional Analysis of Presidential Television Advertisements, 1952-1996
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Köp båda 2 för 1665 kr?It clearly makes a contribution to the study of advertising both in terms of method of analysis and the temporal analysis of advertising forms.?-Recensions ?Just about everything that can be learned (from a study that examines every presidential campaign that employed television spots during the primary and general election) will be found in this comprehensive analysis.?-Choice ?William L. Benoit's Seeing Spots is not to be missed by political analysts of presidential rhetoric and interested viewers of campaign commercials on television....useful and interesting to the lay reader, and should prove even more so for readers who are already familiar with the candidates' histories, or for readers who have seen the spots previously....Beniot's book fulfill its promise of conducting a cut-and-dried functional analysis for each major general campaign, as well as each primary, from the advent of TV spots in 1952 until 1996....He gives readers a richer, more contextualized sense of the most likely rationales for why candidates ran the spots they did, possible reasons for what did or did not work, and suggestions for ad strategies of future candidates. This book is recommended for teachers and students of contemporary political rhetoric, as well as creators and critics to televised campaign media.?-Rhetoric & Public Affairs "It clearly makes a contribution to the study of advertising both in terms of method of analysis and the temporal analysis of advertising forms."-Recensions "Just about everything that can be learned (from a study that examines every presidential campaign that employed television spots during the primary and general election) will be found in this comprehensive analysis."-Choice "William L. Benoit's Seeing Spots is not to be missed by political analysts of presidential rhetoric and interested viewers of campaign commercials on television....useful and interesting to the lay reader, and should prove even more so for readers who are already familiar with the candidates' histories, or for readers who have seen the spots previously....Beniot's book fulfill its promise of conducting a cut-and-dried functional analysis for each major general campaign, as well as each primary, from the advent of TV spots in 1952 until 1996....He gives readers a richer, more contextualized sense of the most likely rationales for why candidates ran the spots they did, possible reasons for what did or did not work, and suggestions for ad strategies of future candidates. This book is recommended for teachers and students of contemporary political rhetoric, as well as creators and critics to televised campaign media."-Rhetoric & Public Affairs
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