| Negative Political Advertising: Coming of Age Contributor(s): Johnson-Cartee, Karen S. (Author), Copeland, Gary (Author) |
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ISBN: 1138976873 ISBN-13: 9781138976870 Publisher: Routledge OUR PRICE: $37.95 Product Type: Paperback - Other Formats Published: August 2016 |
| Additional Information |
| BISAC Categories: - Political Science | Political Process - General - Business & Economics | Consumer Behavior - General - Social Science | Media Studies |
| Dewey: 324.73 |
| Lexile Measure: 1310 |
| Series: Routledge Communication |
| Physical Information: 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? |