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 Synopsis

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.

Videostyle in Presidential Campaigns Style and Content of Televised Political Advertising Press Reviews

...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

Book Information

ISBN: 9780275940713
Publication date: 30th October 2000
Author: Anne Johnston, Professor Lynda Lee Kaid
Publisher: Praeger Publishers Inc an imprint of ABC-CLIO
Format: Hardback
Pagination: 240 pages
Categories: Elections & referenda, Political campaigning & advertising, Television, Media studies,

About Anne Johnston, Professor Lynda Lee Kaid

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 ...

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