The persuasive power of campaign advertising /
Ridout, Travis N., 1974-
The persuasive power of campaign advertising / Travis N. Ridout ; Michael M. Franz. - Philadelphia : Temple University Press, 2011. - x, 186 p. : ill. ; 21 cm.
Includes bibliographical references and index.
The role of campaign advertising -- The problem of persuasion -- A brief primer on data and research design -- How race context matters -- How ad negativity and emotional appeals matter -- How receiver characteristics matter -- How ad coverage in news matters -- The future study of ad effects.
9781439903322 (hardcover : alk. paper) 9781439903339 (pbk. : alk. paper) 9781439903346 (e-book)
2010035516
Political campaigns--United States.
Advertising, Political--United States.
JK2281 / .R54 2011
324.7/30973
The persuasive power of campaign advertising / Travis N. Ridout ; Michael M. Franz. - Philadelphia : Temple University Press, 2011. - x, 186 p. : ill. ; 21 cm.
Includes bibliographical references and index.
The role of campaign advertising -- The problem of persuasion -- A brief primer on data and research design -- How race context matters -- How ad negativity and emotional appeals matter -- How receiver characteristics matter -- How ad coverage in news matters -- The future study of ad effects.
9781439903322 (hardcover : alk. paper) 9781439903339 (pbk. : alk. paper) 9781439903346 (e-book)
2010035516
Political campaigns--United States.
Advertising, Political--United States.
JK2281 / .R54 2011
324.7/30973