TY  - BOOK
AU  - Ridout,Travis N.
AU  - Franz,Michael M.
TI  - The persuasive power of campaign advertising
SN  - 9781439903322 (hardcover : alk. paper)
AV  - JK2281 .R54 2011
U1  - 324.7/30973 22
PY  - 2011///
CY  - Philadelphia
PB  - Temple University Press
KW  - Political campaigns
KW  - United States
KW  - Advertising, Political
N1  - 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
ER  -