Air Wars: Television Advertising In Election Campaigns 1952-2004 Darrell M. West,
Publisher: CQ Press
ISBN: 1568029330
DDC: 324.73097309045
Edition: Paperback; 2005-03-15
Summary:
In the newly revised and updated fourth edition of Air Wars, Darrell
West continues his in-depth examination of political advertising in
election campaigns. Following the evolution of campaign advertising
from its start in 1952 to its use in contemporary races, West reveals
how candidates plan advertising campaigns, how the media covers those
campaigns, and, ultimately, how voters are influenced by these
advertising efforts. With new material from the 2004 campaigns, this
edition is fully up to date in both content and analysis. Count on
in-depth coverage of everything from ad buys and a review of
issue-advocacy advertising to content analyses and media coverage of
campaign ads. Also in the fourth edition, find case studies of ad
appeals, new material on Senate and House election ads, and
examination of the affect of groups such as the Swift Boat Veterans
and MoveOn.org on the 2004 presidential campaign. Written in a clear,
concise manner, the book encourages students to assess current
campaign advertising looking for demonization, association,
stereotyping, and codewords. Real-world examples and ad stills
illustrate specific points that help stimulate classroom discussion
and get students thinking critically about the impact of campaign
advertising on modern elections.
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