Packaging the Presidency; A History and Criticism of Presidential Campaign Advertising / Edition 3

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Overview


Packaging the Presidency, Third Edition, is now completely updated to offer the only comprehensive study of the history and effects of political advertising in the United States. Noted political critic Kathleen Hall Jamieson traces the development of presidential campaigning from early political songs and slogans through newsprint and radio, and up to the inevitable history of presidential campaigning on television from Eisenhower to Clinton. The book also covers important issues in the debate about political advertising by touching on the development of laws governing political advertising, as well as how such advertising reflects, and at the same time helps to create, the nature of the American political office. Finally, current public concerns about political advertising are addressed as Jamieson raises the topic of ads dealing mainly in images rather than issues, and of political aspirations becoming increasingly only for the rich, who can afford the enormous cost of television advertising.
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Editorial Reviews

From the Publisher

*Praise for the first edition:

"A thoughtful history of campaign advertising."--Adam Clayton, The New York Times Book Review

"There is nowhere else where one can learn as much, and trust as well, to a balanced judgement of the past generation of political advertising."--Michael Schudson, Philadelphia Inquirer

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Product Details

  • ISBN-13: 9780195089424
  • Publisher: Oxford University Press
  • Publication date: 6/28/1996
  • Edition description: REV
  • Edition number: 3
  • Pages: 608
  • Sales rank: 1,452,939
  • Product dimensions: 8.00 (w) x 5.31 (h) x 1.15 (d)

Meet the Author

Kathleen Hall Jamieson is Dean of the Annenberg School for Communication at the University of Pennsylvania. She is the author of Beyond the Double Bind, Dirty Politics, Eloguence in an Electronic Age, and Presidential Debates.

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Table of Contents

Introduction
Ch. 1 Broadsides to Broadcasts 3
Ch. 2 1952: The Election of a Popular Hero 39
Ch. 3 1956: The Reelection of a Popular Hero 90
Ch. 4 1960: Competence, Catholicity, and the Candidates 122
Ch. 5 1964: Goldwater vs. Goldwater 169
Ch. 6 1968: The Competing Pasts of Nixon and Humphrey 221
Ch. 7 1972: The President vs. The Prophet 276
Ch. 8 1976: Integrity, Incumbency, and the Impact of Watergate 329
Ch. 9 1980: "I'm Qualified to Be President and You're Not" 378
Ch. 10 1984: Presidential Prerogatives; Presidential Preemptions 446
Ch. 11 1988: The Pit and the Paradise 459
Ch. 12 1992: Taxes and Trust 485
Conclusion 517
Notes 525
Bibliography 545
Index 569
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