Since 1952, when Eisenhower's media consultants decided they could warm up the General's personality and overcome selective exposure by using short spots on television, advertising has played a major role in American presidential campaigns. By the late 1990s, candidates and their political parties spend hundreds of millions on TV ads. Political spots have become the dominant form of communication between voters and candidates.
Kaid and Johnston report the results of a systematic and thorough analysis of virtually all of the political commercials used in general election campaigns from 1952 through the 1996 presidential contest. Important to scholars, students, and other researchers involved with political communications, mass communications, and presidential elections.
eBook - PDF
Videostyle in Presidential Campaigns
Style and Content of Televised Political Advertising
- 240 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
Videostyle in Presidential Campaigns
Style and Content of Televised Political Advertising
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Table of contents
- Contents
- Series Foreword
- Acknowledgments
- Chapter 1 Presidential Campaign Advertising on Television
- Chapter 2 Political Advertising Content and Effects
- Chapter 3 Videostyle: Concept, Theory, and Method
- Chapter 4 Advertising Content and Styles Across the Years
- Chapter 5 Videostyle and Political Candidate Positioning
- Chapter 6 Negative and Positive Videostyle
- Chapter 7 Videostyle and Ethics in Televised Political Advertising
- Chapter 8 The Mediation of Videostyle: How Television and Newspapers Cover Political Candidate Advertising
- Chapter 9 Videostyle in International Perspective
- Chapter 10 Recurring Elements of Videostyle and the Future of Presidential Candidate Presentation
- Appendix: Videostyle Codesheet
- References
- Index
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Yes, you can access Videostyle in Presidential Campaigns by Anne Johnston,Lynda Kaid in PDF and/or ePUB format, as well as other popular books in Politics & International Relations & Politics. We have over 1.5 million books available in our catalogue for you to explore.