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Negative Political Advertising: Coming of Age
Contributor(s): Johnson-Cartee, Karen S. (Author), Copeland, Gary (Author)
ISBN: 0805808345     ISBN-13: 9780805808346
Publisher: Routledge
OUR PRICE:   $152.00  
Product Type: Hardcover - Other Formats
Published: April 1991
Qty:
Annotation: 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?

Additional Information
BISAC Categories:
- Political Science | Political Process - General
- Business & Economics | Consumer Behavior - General
- Social Science | Media Studies
Dewey: 324.73
LCCN: 90049815
Lexile Measure: 1310
Series: Computers, Cognition, and Work
Physical Information: 1.13" H x 6.24" W x 9.3" (1.56 lbs) 332 pages
 
Descriptions, Reviews, Etc.
Publisher Description:
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?