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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 Figures||p. ix|
|Television Advertising in Election Campaigns: A History in Pictures||p. xii|
|Overview of Ads||p. 1|
|The History of Ads||p. 2|
|Principles of Advertising||p. 5|
|How Ads Are Put Together||p. 10|
|How Ads Are Financed||p. 15|
|The Impact of Ads on Voters||p. 17|
|Buying Air Time||p. 25|
|The Case of John Connally||p. 25|
|The Strategies of Ad Buying||p. 26|
|How Ad Buys Go Wrong||p. 27|
|The Study of Ad Buys||p. 28|
|Ad Frequency and Diversification||p. 29|
|The National-Local Mix and Targeting Strategies||p. 32|
|Strategic Interactions with the Opposition||p. 35|
|Early Advertising||p. 38|
|The Impact on Voters: The Two Cases of Ross Perot||p. 42|
|Ad Messages||p. 45|
|Ad Content||p. 46|
|Prominent Ads||p. 48|
|The Paucity of Policy Appeals||p. 49|
|Shifts over Time||p. 50|
|The Impact of Campaign Stage||p. 56|
|Internet Sites and Ads||p. 58|
|The Rise of Negative Advertising||p. 65|
|The Objects of Negativity||p. 70|
|Media Coverage of Ads||p. 74|
|The Increasing Coverage of Ads||p. 76|
|Horse-Race Coverage of Ads||p. 78|
|Shifts in Ad Coverage over Time||p. 80|
|"Daisy," "Daisy II," and the "Revolving Door"||p. 82|
|Swift Boat Veterans and MoveOn.org Ads||p. 84|
|Media Coverage of 2008 Ads||p. 85|
|Voluntary Efforts||p. 87|
|Ad Watches||p. 88|
|Learning about the Candidates||p. 96|
|Advertising and the Electoral Context||p. 97|
|Citizens' Knowledge and Evaluations of Candidates||p. 98|
|The Impact of the Campaign||p. 102|
|Ads and the Vote||p. 105|
|Setting the Agenda||p. 112|
|The Media's Role in Agenda Setting||p. 113|
|Policy and Campaign Components of the Public Agenda||p. 115|
|Ads and Agenda Setting||p. 116|
|The Influence of Individual Ads||p. 117|
|Women and the "Revolving Door" Ad||p. 119|
|The Strategic Dimensions of Agenda Control||p. 120|
|A Fixed Agenda||p. 122|
|A Fluid Agenda||p. 124|
|A Varied Agenda||p. 126|
|A Bifurcated Agenda: Terrorism versus the Economy||p. 127|
|It's Still the Economy, Stupid!||p. 129|
|Priming and Defusing||p. 131|
|Informational Shortcuts||p. 132|
|Standards of Evaluation||p. 133|
|Nixon and the Politics of Inevitability||p. 136|
|Defusing Potential Problems: Bush in 1988||p. 137|
|Clinton and the Economy in 1992||p. 138|
|Clinton in 1996||p. 140|
|Bush and Gore in 2000||p. 141|
|Bush and Kerry in 2004||p. 142|
|McCain and Obama in 2008||p. 143|
|Playing the Blame Game||p. 145|
|Blame Dukakis||p. 145|
|Blame Bush||p. 146|
|Blame Forbes||p. 150|
|Blame Dole||p. 153|
|Blame Gingrich||p. 154|
|Don't Blame Me||p. 156|
|Blame Terrorists||p. 157|
|Blame Bush and McCain||p. 158|
|Ads in Congressional Elections||p. 161|
|Features of Congressional Campaigns||p. 161|
|Historical Congressional Ads||p. 162|
|The Fight for a Democratic House||p. 164|
|The Fight for the Senate||p. 165|
|Clinton versus Giuliani and Lazio||p. 166|
|2004 Senate Campaigns||p. 169|
|2006 House and Senate Campaigns||p. 170|
|2008 Senate Campaigns||p. 173|
|Advertising and Democratic Elections||p. 175|
|Democratic Expectations||p. 175|
|The Risk of Manipulation||p. 178|
|Different Arenas, Different Threats||p. 181|
|Slicing and Dicing the Electorate||p. 183|
|What Can Be Done||p. 184|
|Appendix: Memorable Ads, 1984-2008||p. 189|
|Table of Contents provided by Ingram. All Rights Reserved.|