The persuasive power of campaign advertising / Travis N. Ridout ; Michael M. Franz.

Author/creator Ridout, Travis N., 1974-
Other author Franz, Michael M., 1976-
Format Book
Publication InfoPhiladelphia : Temple University Press, 2011.
Descriptionx, 186 pages : illustrations ; 21 cm
Subjects
Political campaigns--United States.
Advertising, Political--United States.

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.
Abstract This book offers a comprehensive overview of political advertisements and their changing role in the Internet age. The authors examine how these ads function in various kinds of campaigns and how voters are influenced by them. They particularly study where ads are placed, asserting that television advertising will still be relevant despite the growth of advertising on the Internet. They also explore the recent phenomenon of outrageous ads that "go viral" on the web, which often leads to their replaying as television news stories, generating additional attention. This book also features an analysis of the impact on voters of media coverage of political advertising and shows that televised political advertising continues to have widespread influence on the choices that voters make at the ballot box.
Bibliography noteIncludes bibliographical references and index.
LCCN 2010035516
ISBN9781439903322 (hardcover : alk. paper)
ISBN1439903328 (hardcover : alk. paper)
ISBN9781439903339 (pbk. : alk. paper)
ISBN1439903336 (pbk. : alk. paper)
ISBN9781439903346 (e-book)
ISBN1439903344 (e-book)