The Persuasive Power of Campaign Advertising
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ISBN-13:
9781439903322
Veröffentl:
2011
Erscheinungsdatum:
01.03.2011
Seiten:
200
Autor:
Travis N. Ridout
Gewicht:
340 g
Format:
213x145x18 mm
Sprache:
Englisch
Beschreibung:
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.
1 The Role of Campaign Advertising; 2 The Problem of Persuasion; 3 A Brief Primer on Data and Research Design; 4 How Race Context Matters; 5 How Ad Negativity and Emotional Appeals Matter; 6 How Receiver Characteristics Matter; 7 How Ad Coverage in News Matters; 8 The Future Study of Ad Effects Appendix A Variable Coding; Appendix B Full Model Results from Chapter 4; Appendix C Additional Model Results from Chapter 5; References
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