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The Persuasive Power of Campaign Advertising /
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Philadelphia :
Temple University Press,
2011.
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| Colección: | Book collections on Project MUSE.
|
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.