Packaging The Presidency A History and Criticism of Presidential Campaign Advertising

by Jamieson, Kathleen Hall

• ISBN13: 9780195089424
• ISBN10: 0195089421
• Edition: 3rd
• Format: Paperback
• Copyright: 1996-06-20
• Publisher: Oxford University Press

Summary

Packaging the Presidency, Third Edition, is now completely updated to offer the only comprehensive study of the history and effects of political advertising in the United States. Noted political critic Kathleen Hall Jamieson traces the development of presidential campaigning from early political songs and slogans through newsprint and radio, and up to the inevitable history of presidential campaigning on television from Eisenhower to Clinton. The book also covers important issues in the debate about political advertising by touching on the development of laws governing political advertising, as well as how such advertising reflects, and at the same time helps to create, the nature of the American political office. Finally, current public concerns about political advertising are addressed as Jamieson raises the topic of ads dealing mainly in images rather than issues, and of political aspirations becoming increasingly only for the rich, who can afford the enormous cost of television advertising.

Author Biography

Kathleen Hall Jamieson is Dean of the Annenberg School for Communications at the University of Pennsylvania.

Table of Contents

Preface	p. vii
Preface to the First Edition	p. ix
Acknowledgments	p. xiii
Introduction	p. xix
Broadsides to Broadcasts	p. 3
1952: the Election of a Popular Hero	p. 39
1956: the Reelection of a Popular Hero	p. 90
1960: Competence, Catholicity, and the Candidates	p. 122
1964: Goldwater Vs. Goldwater	p. 169
1968: the Competing Pasts of Nixon and Humphrey	p. 221
1972: the President Vs. the Prophet	p. 276
1976: Integrity, Incumbency, and the Impact of Watergate	p. 329
1980: "I'M Qualified to Be President and You'Re Not"	p. 378
1984: Presidential Prerogatives; Presidential Preemptions	p. 446
1988: the Pit and the Paradise	p. 459
1992: Taxes and Trust	p. 485
Conclusion	p. 517
Notes	p. 525
Bibliography	p. 545
Index	p. 569
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