Are you between 5 and 25? If so, enter the Wicked Young Writer Awards NOW - click here for details...

book price comparison win prizes join us on facebook
Search our site
A Country Escape by Katie Fforde Read the opening extract of the brand new Katie Fforde book before its publication on 22/02/2018

Videostyle in Presidential Campaigns Style and Content of Televised Political Advertising by Anne Johnston, Professor Lynda Lee Kaid

Videostyle in Presidential Campaigns Style and Content of Televised Political Advertising



Videostyle in Presidential Campaigns Style and Content of Televised Political Advertising by Anne Johnston, Professor Lynda Lee Kaid

Since 1952, when Eisenhower's media consultants decided they could warm up the General's personality and overcome selective exposure by using short spots on television, advertising has played a major role in American presidential campaigns. By the late 1990s, candidates and their political parties spend hundreds of millions on TV ads. Political spots have become the dominant form of communication between voters and candidates. Kaid and Johnston report the results of a systematic and thorough analysis of virtually all of the political commercials used in general election campaigns from 1952 through the 1996 presidential contest. Important to scholars, students, and other researchers involved with political communications, mass communications, and presidential elections.


...Kaid and Johnston focus on the personal style candidates develop through television advertising. They claim a candidates's style is revealed initially through a general communication style, a pattern of behavior that is apparent, consistent, and recurring. The writers of the well-researched, easy to read book present extensive data to support their conclusions about one of the more significant aspects of contemporary American political life. - Great Plains Quarterly Recommended for general readers, upper-division undergraduates, graduate students, and professionals. - Choice

About the Author

LYNDA LEE KAID is Professor of Communication and George Lynn Cross Research Professor at the University of Oklahoma where she also serves as the Director of the Political Communication Center and supervises the Political Commercial Archive. She is the author or editor of 14 books, including The Electronic Election, New Perspectives on Political Advertising, Mediated Politics in Two Cultures, Political Advertising in Western Democracies and Political Campaign Communication: A Bibliography and Guide to the Literature.ANNE JOHNSTON is an Associate Professor in the School of Journalism and Mass Communication at the University of North Carolina, Chapel Hill. She has authored and co-authored work on cross-cultural studies of political broadcasting, styles and strategies in political advertising, and women and the media. Her articles have appeared in the Journal of Applied Communication Research, Journalism Quarterly, Journal of Communication, and Political Communication.

More books by this author
Author 'Like for Like' recommendations

Loading other formats...

Book Info

Publication date

30th October 2000


Anne Johnston, Professor Lynda Lee Kaid

More books by Anne Johnston, Professor Lynda Lee Kaid
Author 'Like for Like'


Praeger Publishers Inc an imprint of ABC-CLIO


240 pages


Elections & referenda
Political campaigning & advertising
Media studies



Lovereading - a community of people passionate about reading and sharing their views. An incomparable website for book lovers.

Helen Clark

You'll always find what you never knew you were looking for and you're always spoilt for choice.

Helen Jones

It has opened my eyes to different authors and genres. Just log on and try, you will be surprised and not want for reading material again.

Jocelyn Garvey

Lovereading is like booking a holiday, you don't know what it will be like and it is a whole new experience.

Sue Burton

At Lovereading there are fabulous books available in every genre, with great reviews to help you pick the right book for you.

Teresa O'Halloran

I love 'try before you buy' extracts. I love the wide range of authors & genres. I love the author info. I love books!

Judi Davies

Insightful reader reviews and unbiased recommendations. I don't know how I chose books before Lovereading! An essential for all book lovers.

Sarah Harper

Lovereading has given me the opportunity to delve into new and exciting worlds of authors who I would never have tried before.

Glynis Elliott