Videostyle In Presidential Campaigns

Videostyle In Presidential Campaigns

by Lynda Kaid, Anne Johnston
     
 

ISBN-10: 0275940713

ISBN-13: 9780275940713

Pub. Date: 10/30/2000

Publisher: ABC-CLIO, Incorporated

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

Overview

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.

Product Details

ISBN-13:
9780275940713
Publisher:
ABC-CLIO, Incorporated
Publication date:
10/30/2000
Series:
Praeger Studies in Political Communication Series
Edition description:
New Edition
Pages:
242
Product dimensions:
6.14(w) x 9.21(h) x 0.56(d)
Lexile:
1410L (what's this?)

Table of Contents

Preface

Presidential Campaign Advertising on Television

Political Advertising Content and Effects

Vidoestyle: Concept, Theory, and Method

Advertising Content and Styles Across the Years

Videostyle and Political Candidate Positioning

Negative and Positive Videostyle

Videostyle and Ethics in Political Advertising

The Mediation of Videostyle: How Television and Newspapers Cover Political Candidate Advertising

Videostyle in International Perspective

Recurring Elements of Videostyle and the Future of Presidential Candidate Presentation

References

Appendix: Videostyle Codesheet

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