The Persuasive Power of Campaign Advertising /
| Call Number: | Libro Electrónico |
|---|---|
| Main Author: | |
| Other Authors: | |
| Format: | Electronic eBook |
| Language: | Inglés |
| Published: |
Philadelphia :
Temple University Press,
2011.
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| Series: | Book collections on Project MUSE.
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| Subjects: | |
| Online Access: | Texto completo |
Table of Contents:
- The role of campaign advertising
- The problem of persuasion
- A brief primer on data and research design
- How race context matters
- How ad negativity and emotional appeals matter
- How receiver characteristics matter
- How ad coverage in news matters
- The future study of ad effects.


