| Title:
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VIDEOSTYLE IN PRESIDENTIAL CAMPAIGNS
STYLE AND CONTENT OF TELEVISED POLITICAL ADVERTISING |
| By: |
Anne Johnston, Professor Lynda Lee Kaid |
| Format: |
Hardback |
| List price:
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£74.00 |
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| ISBN 10: |
0275940713 |
| ISBN 13: |
9780275940713 |
| Publisher: |
ABC-CLIO |
| Pub. date: |
30 October, 2000 |
| Series: |
Praeger Series in Political Communication |
| Pages: |
240 |
| Description: |
This study examines the use of televised political advertising in American presidential elections from 1952 onward. Since then, advertising has played a major role in American presidential campaigns, with political spots becoming the dominant form of communication between voters and candidates. |
| Synopsis: |
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. |
| Illustrations: |
black & white illustrations |
| Publication: |
US |
| Imprint: |
Praeger Publishers Inc |
| Returns: |
Non-returnable |