Videostyle in Presidential Campaigns: Style and Content of Televised Political Advertising

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Greenwood Publishing Group, 2001 - Business & Economics - 226 pages
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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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Contents

Presidential Campaign Advertising on Television
1
Political Advertising Content and Effects
13
Videostyle Concept Theory and Method
25
Advertising Content and Styles Across the Years
39
Videostyle and Political Candidate Positioning
75
Negative and Positive Videostyle
107
Videostyle and Ethics in Televised Political Advertising
135
The Mediation of Videostyle How Television and Newspapers Cover Political Candidate Advertising
147
Videostyle in International Perspective
167
Recurring Elements of Videostyle and the Future of Presidential Candidate Presentation
179
Videostyle Codesheet
193
References
203
Index
221
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About the author (2001)

LYNDA LEE KAID is Professor of Communication and George Lynn Cross Research Professor at the University of Oklahoma where she also serves as the Director of the Political Communication Center and supervises the Political Commercial Archive. She is the author or editor of 14 books, including The Electronic Election, New Perspectives on Political Advertising, Mediated Politics in Two Cultures, Political Advertising in Western Democracies and Political Campaign Communication: A Bibliography and Guide to the Literature.

ANNE JOHNSTON is an Associate Professor in the School of Journalism and Mass Communication at the University of North Carolina, Chapel Hill. She has authored and co-authored work on cross-cultural studies of political broadcasting, styles and strategies in political advertising, and women and the media. Her articles have appeared in the Journal of Applied Communication Research, Journalism Quarterly, Journal of Communication, and Political Communication.

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