Videostyle in presidential campaigns : style and content of televised political advertising / Lynda Lee Kaid and Anne Johnston.
نوع المادة :
نصالسلاسل:Praeger series in political communicationالناشر:Westport, Conn. : Praeger, 2001وصف:xii, 226 pages : illustrations ; 24 cmنوع المحتوى:- text
- unmediated
- volume
- 0275940713 (hbk)
- JK2281 K26 2001
| نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
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كتاب
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UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | JK2281 K26 2001 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30010000112530 | ||
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كتاب
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UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | JK2281 K26 2001 (إستعراض الرف(يفتح أدناه)) | C.2 | المتاح | 30010000112531 |
Browsing UAE Federation Library | مكتبة اتحاد الإمارات shelves, Shelving location: General Collection | المجموعات العامة إغلاق مستعرض الرف(يخفي مستعرض الرف)
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Includes bibliographical references (pages [203]-220) and index.
"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."--BOOK JACKET.
