The persuasive power of campaign advertising / Travis N. Ridout ; Michael M. Franz.
Publication details: Philadelphia : Temple University Press, 2011.Description: x, 186 p. : ill. ; 21 cmISBN:- 9781439903322 (hardcover : alk. paper)
- 9781439903339 (pbk. : alk. paper)
- 9781439903346 (e-book)
- 324.7/30973 22
- JK2281 .R54 2011
Contents:
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.
| Item type | Current library | Shelving location | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Book
|
NMC Library | Stacks | JK2281 .R54 2011 | 1 | Available | 33039001223188 |
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.