Persuasive Power of Campaign Advertising

Häftad, Engelska, 2011

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Beskrivning

The Persuasive Power of Campaign Advertising offers a comprehensive overview of political advertisements and their changing role in the Internet age. Travis Ridout and Michael Franz examine how these ads function in various kinds of campaigns and how voters are influenced by them.The authors particularly study where ads are placed, asserting that television advertising will still be relevant despite the growth of advertising on the Internet. The authors also explore the recent phenomenon of outrageous ads that "go viral" on the web-which often leads to their replaying as television news stories, generating additional attention.The Persuasive Power of Campaign Advertising features the first analysis of the impact on voters of media coverage of political advertising and shows that televised political advertising continues to have widespread influence on the choices that voters make at the ballot box.

Produktinformation

Utgivningsdatum:2011-03-25
Mått:140 x 210 x 15 mm
Vikt:218 g
Format:Häftad
Språk:Engelska
Antal sidor:200
Förlag:Temple University Press,U.S.
ISBN:9781439903339

Utforska kategorier

Politisk aktivism inom Samhälle och politik

Mer om författaren

Travis N. Ridout is Associate Professor of Political Science at Washington State University and a coauthor (with Michael M. Franz, Paul B. Freedman, and Kenneth M. Goldstein) of Campaign Advertising and American Democracy (Temple). Michael M. Franz is Associate Professor of Government and Legal Studies at Bowdoin College and a coauthor (with Paul B. Freedman, Kenneth M. Goldstein, and Travis N. Ridout) of Campaign Advertising and American Democracy (Temple).

Recensioner i media

"The Persuasive Power of Campaign Advertising combines academic knowledge and the wisdom of experience in election campaigns. It is an important contribution to the fields of political communication and campaigns. I recommend this insightful analysis to political professionals, working journalists, communications specialists, as well as students of campaigning and lobbying. It is an excellent book for university students studying campaigns, political communication, and public relations." -James A. Thurber, Distinguished Professor and Director, Center for Congressional and Presidential Studies at American University

Innehållsförteckning

The Persuasive Potential of Campaign Advertising Table of Contents 1. The Role of Campaign Advertising 2. The Problem of Persuasion 3. A Brief Primer on Data and Research Design 4. How Race Context Matters 5. How Ad Negativity and Emotional Appeals Matter 6. How Receiver Characteristics Matter 7 - How Ad Coverage in News Matters 8. The Future Study of Ad Effects Appendix A -- Variable Coding Appendix B -- Full Model Results from 4 Appendix C -- Additional Model Results from 5 References