The Persuasive Power of Campaign Advertising /

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Ridout, Travis N., 1974-
Other Authors: Franz, Michael M., 1976-
Format: Electronic eBook
Language:Inglés
Published: Philadelphia : Temple University Press, 2011.
Series:Book collections on Project MUSE.
Subjects:
Advertising, Political > United States.
Political campaigns > United States.
Electronic books.
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.

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