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"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. 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 spent hundreds of millions on TV ads. For better or worse, political spots have become the dominant form of communication between voters and candidates. This research establishes clear videostyles for incumbents and challengers and demonstrates that candidate party and electoral position can have strong influences in style and content of political advertising.
This book will be important to scholars, students, and other researchers involved with political communications, mass communications, and presidential elections."--BOOK JACKET.
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Previews available in: English
Subjects
Television in politics, Political Advertising, Elections & referenda, Media Studies, Political campaigning & advertising, Television, Postwar period, 1945 to c 2000, Advertising By Broadcast Media, Mass Communication Media And Politics, Political Science, Politics / Current Events, Language, USA, Communication, Government - National, Political Process - General, Language Arts & Disciplines / Communication, Advertising & Promotion, Political Process - Political Parties, Advertising, Political, United States, Journalism, political aspectsPlaces
United StatesShowing 3 featured editions. View all 3 editions?
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1
Videostyle in presidential campaigns: style and content of televised political advertising
2001, Praeger
in English
0275940713 9780275940713
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2
Videostyle in Presidential Campaigns: Style and Content of Televised Political Advertising (Praeger Series in Political Communication)
October 30, 2000, Praeger Publishers
Hardcover
in English
0275940713 9780275940713
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Book Details
Edition Notes
Includes bibliographical references (p. [203]-220) and index
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Feedback?July 13, 2024 | Edited by MARC Bot | import existing book |
September 15, 2021 | Edited by ImportBot | import existing book |
July 30, 2019 | Edited by MARC Bot | associate edition with work OL18205841W |
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