Images, Issues, and Attacks: Television Advertising by Incumbents and Challengers in Presidential Elections

Images, Issues, and Attacks: Television Advertising by Incumbents and Challengers in Presidential Elections

by E. D. Dover
     
 

ISBN-10: 0739115456

ISBN-13: 9780739115459

Pub. Date: 10/11/2006

Publisher: Lexington Books

Images, Issues, and Attacks explores important differences between incumbents and challengers in the uses of televised advertising in modern presidential elections. Elections since 1956 can be divided into three categories: elections with strong incumbents, the incumbent wins; elections with weak incumbents, the incumbent loses; and elections with surrogate

Overview

Images, Issues, and Attacks explores important differences between incumbents and challengers in the uses of televised advertising in modern presidential elections. Elections since 1956 can be divided into three categories: elections with strong incumbents, the incumbent wins; elections with weak incumbents, the incumbent loses; and elections with surrogate incumbents, the vice president runs. Incumbent and challenger advertising emphasizes personal imagery, links the imagery to specific issues, and attacks rivals for opposing those images and issues. The first part of the book describes how incumbents and challengers used these themes in the elections from 1980 to 2000. The second part applies those findings to the 2004 election and shows how George W. Bush presented himself as a strong incumbent and how he and his challengers varied their mix of images, issues, and attacks over different periods of the election campaign.

Product Details

ISBN-13:
9780739115459
Publisher:
Lexington Books
Publication date:
10/11/2006
Series:
Lexington Studies in Political Communication Series
Pages:
190
Product dimensions:
6.28(w) x 9.30(h) x 0.76(d)

Table of Contents

Chapter 1 Introduction and General Overview Chapter 2 Elections with Strong Incumbents: 1984 to 1996 Chapter 3 Elections with Weak Incumbents: 1980 and 1992 Chapter 4 Elections with Surrogate Incumbents: 1988 to 2000 Chapter 5 The 2004 Election: Nomination Campaigns Chapter 6 The 2004 Election: The Bush Campaign Chapter 7 The 2004 Election: The Kerry Campaign Chapter 8 Summary and Interpretations

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