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Air wars : television advertising in election campaigns, 1952-2000 / Darrell M. West.
LIBRA JF2112.A4 W47 2001
Available from offsite location
- Format:
- Book
- Author/Creator:
- West, Darrell M., 1954-
- Language:
- English
- Subjects (All):
- Advertising, Political--United States.
- Advertising, Political.
- United States.
- Television in politics--United States.
- Television in politics.
- Political campaigns--United States.
- Political campaigns.
- United States--Politics and government--1945-1989.
- Politics and government.
- United States--Politics and government--1989-.
- Physical Description:
- xiv, 222 pages : illustrations ; 23 cm
- Edition:
- Third edition.
- Place of Publication:
- Washington, D.C. : CQ Press, [2001]
- Contents:
- Television Advertising in Election Campaigns: A History in Pictures xv
- The History of Ads 2
- How Ads Are Put Together 5
- The Impact of Ads 13
- 2. Buying Airtime 20
- The Case of John Connally 20
- The Strategies of Ad Buying 21
- How Ad Buys Go Wrong 23
- The 1992 General Election 23
- The 1996 Election 29
- The 2000 Election 35
- 3. Ad Messages 43
- Ad Content 44
- Prominent Ads 46
- The Paucity of Policy Appeals 48
- Shifts Over Time 49
- The Impact of Campaign Stage 54
- Internet Web Sites and Ads 57
- The Rise of Negative Advertising 64
- The Objects of Negativity 69
- 4. Media Coverage of Ads 73
- The Increasing Coverage of Ads 75
- Horse-Race Coverage of Ads 78
- Shifts in Ad Coverage Over Time 80
- "Daisy," "Daisy II," and the "Revolving Door" 82
- Voluntary Efforts and Ad Watches 84
- 5. Learning About the Candidates 92
- Advertising and the Electoral Context 93
- Citizens' Knowledge and Evaluations of Candidates 94
- The Importance of Prior Beliefs 98
- Ads and the Vote 100
- 6. Setting the Agenda 107
- The Media's Role in Agenda Setting 108
- Policy and Campaign Components of the Public Agenda 110
- Ads and Agenda Setting 111
- The Influence of Individual Ads 113
- Women and the "Revolving Door" Ad 116
- The Strategic Dimensions of Agenda Control 117
- Redefinition of the Agenda in 1992 119
- The 1996 Agenda 122
- The 2000 Agenda 123
- 7. Priming and Defusing 125
- Informational Shortcuts 126
- Standards of Evaluation 127
- Nixon and the Politics of Inevitability 130
- Defusing Potential Problems: Bush in 1988 131
- The Gantt-Helms Senate Race in 1990 132
- Clinton and the Economy in 1992 134
- Clinton in 1996 136
- Bush and Gore in 2000 137
- 8. Playing the Blame Game 139
- Blame Dukakis 139
- Blame Bush 142
- Blame Forbes 145
- Blame Dole 147
- Blame Gingrich 149
- Don't Blame Me! 152
- 9. Ads in Congressional Elections 154
- Features of Congressional Campaigns 154
- Historical Congressional Ads 155
- The Fight for a Democratic House 157
- The Fight for the Senate 158
- Clinton Versus Giuliani and Lazio 159
- 10. Advertising and Democratic Elections 163
- Democratic Expectations 163
- The Risk of Manipulation 166
- Different Arenas, Different Threats 169
- Slicing and Dicing the Electorate 170
- What Can Be Done 171
- Survey Data 175
- Memorable Ads: 1984-2000 177.
- Notes:
- Includes bibliographical references (pages 187-210) and index.
- ISBN:
- 1568025807
- OCLC:
- 46449028
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