Air Wars

by West, Darrell M.

• ISBN13: 9780872897786
• ISBN10: 0872897788
• Edition: 5th
• Format: Paperback
• Copyright: 2009-03-13
• Publisher: Cq Pr

Summary

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
Preface	p. x
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
Conclusion	p. 24
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
Conclusion	p. 44
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
Conclusion	p. 73
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
Conclusion	p. 95
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
Conclusion	p. 111
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
Conclusion	p. 130
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
Conclusion	p. 144
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
Conclusion	p. 160
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
Conclusion	p. 174
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
Conclusion	p. 187
Appendix: Memorable Ads, 1984-2008	p. 189
Notes	p. 197
Index	p. 221
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