Videostyle in Presidential Campaigns: Style and Content of Televised Political Advertising: Kaid, Lynda Lee: 9780275940713: Book: History: eCampus.com

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.

Examines the use of televised political advertising in American presidential elections from 1952 onward.

Series Foreword

vii

Acknowledgments

Presidential Campaign Advertising on Television

(12)

Political Advertising Content and Effects

(12)

Videostyle: Concept, Theory, and Method

(14)

Advertising Content and Styles Across the Years

(36)

Videostyle and Political Candidate Positioning

(32)

Negative and Positive Videostyle

107

(28)

Videostyle and Ethics in Televised Political Advertising

135

(12)

The Mediation of Videostyle: How Television and Newspapers Cover Political Candidate Advertising

147

(20)

Videostyle in International Perspective

167

(12)

Recurring Elements of Videostyle and the Future of Presidential Candidate Presentation

179

(14)

Appendix: Videostyle Codesheet

193

(10)

References

203

(18)

Index

221

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.ANNE JOHNSTON is an Associate Professor in the School of Journalism and Mass Communication at the University of North Carolina, Chapel Hill.


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