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.