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Air Wars : Television Advertising in Election Campaigns, 1952-2008



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Cq Pr
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This is the 5th edition with a publication date of 3/13/2009.

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Taking into account new data and the 2008 campaigns, every chapter of this fifth edition has been thoroughly revised and updated. Placing the use of advertising and mass media in historical context, West offers significant updates. His coverage includes the following:

Table of Contents

Tables and Figuresp. ix
Prefacep. x
Television Advertising in Election Campaigns: A History in Picturesp. xii
Overview of Adsp. 1
The History of Adsp. 2
Principles of Advertisingp. 5
How Ads Are Put Togetherp. 10
How Ads Are Financedp. 15
The Impact of Ads on Votersp. 17
Conclusionp. 24
Buying Air Timep. 25
The Case of John Connallyp. 25
The Strategies of Ad Buyingp. 26
How Ad Buys Go Wrongp. 27
The Study of Ad Buysp. 28
Ad Frequency and Diversificationp. 29
The National-Local Mix and Targeting Strategiesp. 32
Strategic Interactions with the Oppositionp. 35
Early Advertisingp. 38
The Impact on Voters: The Two Cases of Ross Perotp. 42
Conclusionp. 44
Ad Messagesp. 45
Ad Contentp. 46
Prominent Adsp. 48
The Paucity of Policy Appealsp. 49
Shifts over Timep. 50
The Impact of Campaign Stagep. 56
Internet Sites and Adsp. 58
The Rise of Negative Advertisingp. 65
The Objects of Negativityp. 70
Conclusionp. 73
Media Coverage of Adsp. 74
The Increasing Coverage of Adsp. 76
Horse-Race Coverage of Adsp. 78
Shifts in Ad Coverage over Timep. 80
"Daisy," "Daisy II," and the "Revolving Door"p. 82
Swift Boat Veterans and Adsp. 84
Media Coverage of 2008 Adsp. 85
Voluntary Effortsp. 87
Ad Watchesp. 88
Conclusionp. 95
Learning about the Candidatesp. 96
Advertising and the Electoral Contextp. 97
Citizens' Knowledge and Evaluations of Candidatesp. 98
The Impact of the Campaignp. 102
Ads and the Votep. 105
Conclusionp. 111
Setting the Agendap. 112
The Media's Role in Agenda Settingp. 113
Policy and Campaign Components of the Public Agendap. 115
Ads and Agenda Settingp. 116
The Influence of Individual Adsp. 117
Women and the "Revolving Door" Adp. 119
The Strategic Dimensions of Agenda Controlp. 120
A Fixed Agendap. 122
A Fluid Agendap. 124
A Varied Agendap. 126
A Bifurcated Agenda: Terrorism versus the Economyp. 127
It's Still the Economy, Stupid!p. 129
Conclusionp. 130
Priming and Defusingp. 131
Informational Shortcutsp. 132
Standards of Evaluationp. 133
Nixon and the Politics of Inevitabilityp. 136
Defusing Potential Problems: Bush in 1988p. 137
Clinton and the Economy in 1992p. 138
Clinton in 1996p. 140
Bush and Gore in 2000p. 141
Bush and Kerry in 2004p. 142
McCain and Obama in 2008p. 143
Conclusionp. 144
Playing the Blame Gamep. 145
Blame Dukakisp. 145
Blame Bushp. 146
Blame Forbesp. 150
Blame Dolep. 153
Blame Gingrichp. 154
Don't Blame Mep. 156
Blame Terroristsp. 157
Blame Bush and McCainp. 158
Conclusionp. 160
Ads in Congressional Electionsp. 161
Features of Congressional Campaignsp. 161
Historical Congressional Adsp. 162
The Fight for a Democratic Housep. 164
The Fight for the Senatep. 165
Clinton versus Giuliani and Laziop. 166
2004 Senate Campaignsp. 169
2006 House and Senate Campaignsp. 170
2008 Senate Campaignsp. 173
Conclusionp. 174
Advertising and Democratic Electionsp. 175
Democratic Expectationsp. 175
The Risk of Manipulationp. 178
Different Arenas, Different Threatsp. 181
Slicing and Dicing the Electoratep. 183
What Can Be Donep. 184
Conclusionp. 187
Appendix: Memorable Ads, 1984-2008p. 189
Notesp. 197
Indexp. 221
Table of Contents provided by Ingram. All Rights Reserved.

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