Air Wars: Television Advertising in Election Campaigns, 1952-2008 Darrell M. West,
Publisher: CQ Press
ISBN: 0872897788
DDC: 324.73097309045
Edition: Paperback; 2009-03-13
Summary:
In his newly revised and updated fifth edition, West continues his
in-depth examination of political advertising in election campaigns.
Following its evolution from 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. Taking into account the innovations of the
2008 Presidential campaign and new data, West offers significant
updates, including: advertising strategies from the dramatic
nomination fight between Clinton and Obama;the face-off between Obama
and McCain in the general election; material on ad buys, a review of
issue-advocacy advertising, and content analyses of campaign ads;case
studies of ad appeals during both presidential and Senate campaigns;
stills of ads aired during the 2006 and 2008 elections.
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