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Television and Political Advertising: Volume I: Psychological Processes

By Frank Biocca (Editor)
eBook
$73.99
By Frank Biocca (Editor)
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This volume represents one of the first major scholarly effort to unravel the psychological and symbolic processing of political advertising. Utilizing survey, experimental, qualitative, and semiotic methodologies to study this phenomenon, the contributors to Television and Political Advertising trace how political ads help to interpret the psychological reality of the presidential campaign in the minds of millions of voters. A product of the National Political Advertising Research Project,...

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