Negative Political Advertising

Name: Negative Political Advertising
Author: Karen S. Johnson-Cartee

Coming of Age

Specificaties

Gebonden, 332 blz. | Engels

Taylor & Francis | 1e druk, 1991

ISBN13: 9780805808346

Rubricering

Juridisch :

Taylor & Francis 1e druk, 1991 9780805808346

Onderdeel van serie Routledge Communication Series

€ 188,85

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Samenvatting

This volume provides a unique synthesis of the relevant literature from academic studies in the fields of political science, marketing, advertising, speech communication, telecommunication, and public relations combined with the practical wisdom of professional consultants. Offering the reader both the theory and practical applications associated with negative political advertising, this is the first book devoted exclusively to the various forms of negative campaigning in the United States. After developing a typology of negative political spots for greater clarity in explaining and evaluating them, the book addresses effectiveness questions such as: What works? When? Why? and How?