The persuasive power of campaign advertising / Travis N. Ridout, Michael M. Franz.

By:

Ridout, Travis N, 1974-

Contributor(s):

Franz, Michael M, 1976-

Material type: Text

TextPublication details: Philadelphia : Temple University Press, 2011.Description: 1 online resource (x, 186 pages) : illustrationsContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781439903346
1439903344
1439903328
9781439903322
9786613133847
6613133841

Subject(s):

Genre/Form:

Additional physical formats: Print version:: Persuasive power of campaign advertising.DDC classification:

324.7/30973 22

LOC classification:

JK2281 .R54 2011eb

Online resources:

Click here to access online

Contents:

The role of campaign advertising -- The problem of persuasion -- A brief primer on data and research design -- How race context matters -- How ad negativity and emotional appeal in ads matter -- How receivers' characteristics matter -- How ad coverage in news matters -- The future study of ad effects.

Summary: The Persuasive Power of Campaign Advertising offers a comprehensive overview of political advertisements and their changing role in the Internet age. Travis Ridout and Michael Franz examine how these ads function in various kinds of campaigns and how voters are influenced by them. The authors particularly study where ads are placed, asserting that television advertising will still be relevant despite the growth of advertising on the Internet. The authors also explore the recent phenomenon of outrageous ads that "go viral" on the web-which often leads to their replaying as television n

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Item type	Home library	Collection	Call number	Materials specified	Status	Date due	Barcode
Electronic-Books	OPJGU Sonepat- Campus	E-Books EBSCO			Available

Includes bibliographical references and index.

Print version record.

The Persuasive Power of Campaign Advertising offers a comprehensive overview of political advertisements and their changing role in the Internet age. Travis Ridout and Michael Franz examine how these ads function in various kinds of campaigns and how voters are influenced by them. The authors particularly study where ads are placed, asserting that television advertising will still be relevant despite the growth of advertising on the Internet. The authors also explore the recent phenomenon of outrageous ads that "go viral" on the web-which often leads to their replaying as television n

English.

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