Description
Book SynopsisHow campaign ads persuade voters
Trade Review"The Persuasive Power of Campaign Advertising combines academic knowledge and the wisdom of experience in election campaigns. It is an important contribution to the fields of political communication and campaigns. I recommend this insightful analysis to political professionals, working journalists, communications specialists, as well as students of campaigning and lobbying. It is an excellent book for university students studying campaigns, political communication, and public relations." -James A. Thurber, Distinguished Professor and Director, Center for Congressional and Presidential Studies at American University
Table of ContentsThe Persuasive Potential of Campaign Advertising Table of Contents 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 4 Appendix C -- Additional Model Results from 5 References
