Television advertising in Canadian elections : the attack mode, 1993 / Walter I. Romanow, Michel de Repentigny, Stanley B. Cunningham, Walter C. Soderlund, Kai Hildebrandt, editors.

Includes notes, glossary, bibliographical references (pages 229-240), and indexes.

Introduction / Walter I. Romanow -- The theory and use of political advertising / Stanley B. Cunningham -- The 1993 Canadian federal election : background and party advertising strategies / Andř Gosselin and Walter C. Soderlund -- Contextual analysis of political advertising : the attack mode on English-language TV / Walter I. Romanow -- Political ads on Quebec TV during the 1993 federal election / Michel de Repentigny -- The role of images in Quebec political advertising / Estelle Lebel -- Quantitative assessment of advertising effects : survey data / Walter C. Soderlund, Kai Hildebrandt, Stuart H. Surlin, and Andř Gosselin -- Exploring the impact of negative political ads through the use of participatory action research / T.F. Carney and Alexander Gill -- Cognitive responses to political advertising on Quebec TV in the 1993 election / Jacques de Guise -- The ethics of political advertising / Stanley B. Cunningham -- Conclusions / Walter I. Romanow and Walter C. Soderlund -- Appendix A. Political advertisements in English -- Appendix B. Political advertisements in French.

Can the strategy of negative political advertising developed in the United States succeed in Canada, or does this kind of advertising do more harm than good? The year 1988 saw elections in both the United States and Canada. It also saw a turning point in the tenor of television campaign advertising. By the early 1990s there was a growing reliance upon negative political images and symbols. This book is about that growing reliance. While focusing on the use of "attack" ads, Television Advertising in Canadian Elections provides a historical overview of the growth of negative advertising. It includes a discussion of advertisers' intentions and strategies, an analysis of the ads played on both English and French language television and their impact and the ethics of political advertising. This is the first book-length investigation of negative political advertising in Canada. Professional politicians, as well as anyone interested in election politics, journalism, communication studies or advertising, will find this an absorbing study.

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