Packaging the Presidency: A History and Criticism of Presidential Campaign Advertising

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Now in a new Third Edition, Kathleen Hall Jamieson expands her authoritative analysis of political advertising, looking at the media campaigns of American presidents from the early days of the republic to the successful 1992 Clinton campaign. Throughout, an argument emerges that is subtle but persuasive; though often equivocal, and even downright sleazy, political advertising is vital in reminding voters of the choices at the heart of democracy. This new edition covers such issues as the new forms of exposition ...
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Overview

Now in a new Third Edition, Kathleen Hall Jamieson expands her authoritative analysis of political advertising, looking at the media campaigns of American presidents from the early days of the republic to the successful 1992 Clinton campaign. Throughout, an argument emerges that is subtle but persuasive; though often equivocal, and even downright sleazy, political advertising is vital in reminding voters of the choices at the heart of democracy. This new edition covers such issues as the new forms of exposition created by cable television that so powerfully affected the 1992 campaign. The wide variety of venues, including MTV and the Nashville Network, coupled with almost daily appearances on morning talk shows, afforded candidates the ability to reach audiences by the millions in "news-ads" that served as free extended commercials. Jamieson points out the success of Ross Perot's unconventional revival of the thirty-minute program spot and the increasing prevalence of "adwatchs," in which the press polices the fairness and accuracy of campaign accusations. And we see how campaign intrigue reached a new high with satellite tracking that allowed candidates to capture copies of ads as they went on the air. "We would put ads on the satellite that we weren't going to run," recalls Clinton campaign manager James Carville, "just to freak them out. Fake spots, so they would have to put some time and money together and respond to it." Entertaining and timely, Packaging the Presidency convincingly demonstrates, the successful "packaging" of presidents is a complex, and far from automatic, process.
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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: 9780195072983
  • Publisher: Oxford University Press, USA
  • Publication date: 2/27/1992
  • Edition description: REV
  • Edition number: 2
  • Pages: 576
  • Product dimensions: 5.75 (w) x 8.56 (h) x 1.31 (d)

Meet the Author

About the Author:
Katherine Hall Jamieson is Dean of the Annenberg School of Communications at the University of Pennsylvania.

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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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