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The persuasive power of campaign advertising [electronic resource] / Travis N. Ridout ; Michael M. Franz.

By: Contributor(s): Material type: TextTextSeries: UPCC book collections on Project MUSEPublication details: Philadelphia : Temple University Press, 2011. 2015)Description: 1 online resource (x, 186 p. :) illContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781439903346
Subject(s): Genre/Form: DDC classification:
  • 324.7/30973 22
LOC classification:
  • JK2281 .R54 2011
Online resources:
Contents:
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.
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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.

Description based on print version record.

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