The persuasive power of campaign advertising /
Ridout, Travis N., 1974-
The persuasive power of campaign advertising / Travis N. Ridout, Michael M. Franz. - Philadelphia : Temple University Press, 2011. - 1 online resource (x, 186 pages) : illustrations
Includes bibliographical references and index.
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.
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.
9781439903346 (electronic bk.) 1439903344 (electronic bk.) 1439903328 9781439903322 9786613133847 6613133841
9781439903322
22573/ctt14012dd JSTOR
Political campaigns--United States.
Advertising, Political--United States.
Publicité politique--États-Unis.
POLITICAL SCIENCE--Political Process--General.
SOCIAL SCIENCE--Media Studies.
Advertising, Political.
Political campaigns.
Valkampanjer--Förenta staterna.
Politisk reklam--Förenta staterna.
United States.
Electronic book.
Electronic books.
JK2281 / .R54 2011eb
324.7/30973
JK2281 / .R54 2011eb
The persuasive power of campaign advertising / Travis N. Ridout, Michael M. Franz. - Philadelphia : Temple University Press, 2011. - 1 online resource (x, 186 pages) : illustrations
Includes bibliographical references and index.
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.
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.
9781439903346 (electronic bk.) 1439903344 (electronic bk.) 1439903328 9781439903322 9786613133847 6613133841
9781439903322
22573/ctt14012dd JSTOR
Political campaigns--United States.
Advertising, Political--United States.
Publicité politique--États-Unis.
POLITICAL SCIENCE--Political Process--General.
SOCIAL SCIENCE--Media Studies.
Advertising, Political.
Political campaigns.
Valkampanjer--Förenta staterna.
Politisk reklam--Förenta staterna.
United States.
Electronic book.
Electronic books.
JK2281 / .R54 2011eb
324.7/30973
JK2281 / .R54 2011eb