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- catalog abstract ""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. Since 1952, when Eisenhower's media consultants decided they could "warm up" the General's personality and overcome selective exposure by using short spots on television, advertising has played a major role in American presidential campaigns. By the late 1990s, candidates and their political parties spent hundreds of millions on TV ads. For better or worse, political spots have become the dominant form of communication between voters and candidates. This research establishes clear videostyles for incumbents and challengers and demonstrates that candidate party and electoral position can have strong influences in style and content of political advertising. This book will be important to scholars, students, and other researchers involved with political communications, mass communications, and presidential elections."--Jacket.".
- catalog contributor b12093604.
- catalog contributor b12093605.
- catalog created "c2001.".
- catalog date "2001".
- catalog date "c2001.".
- catalog dateCopyrighted "c2001.".
- catalog description ""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. Since 1952, when Eisenhower's media consultants decided they could "warm up" the General's personality and overcome selective exposure by using short spots on television, advertising has played a major role in American presidential campaigns. By the late 1990s, candidates and their political parties spent hundreds of millions on TV ads. For better or worse, political spots have become the dominant form of communication between voters and candidates.".
- catalog description "Includes bibliographical references (p. [203]-220) and index.".
- catalog description "This research establishes clear videostyles for incumbents and challengers and demonstrates that candidate party and electoral position can have strong influences in style and content of political advertising. This book will be important to scholars, students, and other researchers involved with political communications, mass communications, and presidential elections."--Jacket.".
- catalog extent "xii, 226 p. :".
- catalog hasFormat "Videostyle in presidential campaigns.".
- catalog identifier "0275940713 (alk. paper)".
- catalog isFormatOf "Videostyle in presidential campaigns.".
- catalog isPartOf "Praeger series in political communication, 1062-5623".
- catalog issued "2001".
- catalog issued "c2001.".
- catalog language "eng".
- catalog publisher "Westport, Conn. : Praeger,".
- catalog relation "Videostyle in presidential campaigns.".
- catalog spatial "United States.".
- catalog subject "324.7/3/0973 21".
- catalog subject "Advertising, Political United States.".
- catalog subject "JK2281 .K26 2001".
- catalog subject "Television in politics United States.".
- catalog title "Videostyle in presidential campaigns : style and content of televised political advertising / Lynda Lee Kaid and Anne Johnston.".
- catalog type "text".