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Television Advertising In Election Campaigns 1952-2004
CQ Press
March 2005
On Sale: March 15, 2005
226 pages
ISBN: 1568029330
EAN: 9781568029337
Paperback
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Non-Fiction Political
In the newly revised and updated fourth edition of Air Wars,
Darrell West continues his in-depth examination of political
advertising in election campaigns. Following the evolution
of campaign advertising from its start in 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. With new material from the 2004 campaigns, this edition is
fully up to date in both content and analysis. Count on
in-depth coverage of everything from ad buys and a review of
issue-advocacy advertising to content analyses and media
coverage of campaign ads. Also in the fourth edition, find
case studies of ad appeals, new material on Senate and House
election ads, and examination of the affect of groups such
as the Swift Boat Veterans and MoveOn.org on the 2004
presidential campaign. Written in a clear, concise manner, the book encourages
students to assess current campaign advertising looking for
demonization, association, stereotyping, and codewords.
Real-world examples and ad stills illustrate specific points
that help stimulate classroom discussion and get students
thinking critically about the impact of campaign advertising
on modern elections.
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