Videostyle in Presidential Campaigns: Style and Content of Televised Political Advertising
Since 1952, when Eisenhower's media consultants decided they could warm up the General's personality and overcome selective exposure by using short spots on television, advertising has played a major role in American presidential campaigns. By the late 1990s, candidates and their political parties spend hundreds of millions on TV ads. Political spots have become the dominant form of communication between voters and candidates.
Kaid and Johnston report the results of a systematic and thorough analysis of virtually all of the political commercials used in general election campaigns from 1952 through the 1996 presidential contest. Important to scholars, students, and other researchers involved with political communications, mass communications, and presidential elections.
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Presidential Campaign Advertising on Television
Political Advertising Content and Effects
Videostyle Concept Theory and Method
Advertising Content and Styles Across the Years
Videostyle and Political Candidate Positioning
Negative and Positive Videostyle
Videostyle and Ethics in Televised Political Advertising