The persuasive power of campaign advertising
Ridout, Travis N., 1974-
The persuasive power of campaign advertising [electronic resource] / Travis N. Ridout ; Michael M. Franz. - Philadelphia : Temple University Press, 2011. - 1 online resource (x, 186 p. :) ill. ; - UPCC book collections on Project MUSE. .
Includes bibliographical references and index.
The role of campaign advertising -- The problem of persuasion -- A brief primer on data and research design -- How race context matters -- How ad negativity and emotional appeals matter -- How receiver characteristics matter -- How ad coverage in news matters -- The future study of ad effects.
9781439903346
Advertising, Political--United States.
Political campaigns--United States.
Electronic books.
JK2281 / .R54 2011
324.7/30973
The persuasive power of campaign advertising [electronic resource] / Travis N. Ridout ; Michael M. Franz. - Philadelphia : Temple University Press, 2011. - 1 online resource (x, 186 p. :) ill. ; - UPCC book collections on Project MUSE. .
Includes bibliographical references and index.
The role of campaign advertising -- The problem of persuasion -- A brief primer on data and research design -- How race context matters -- How ad negativity and emotional appeals matter -- How receiver characteristics matter -- How ad coverage in news matters -- The future study of ad effects.
9781439903346
Advertising, Political--United States.
Political campaigns--United States.
Electronic books.
JK2281 / .R54 2011
324.7/30973