The persuasive power of campaign advertising [electronic resource] / Travis N. Ridout ; Michael M. Franz.
Material type: TextSeries: UPCC book collections on Project MUSEPublication details: Philadelphia : Temple University Press, 2011. 2015)Description: 1 online resource (x, 186 p. :) illContent type:- text
- computer
- online resource
- 9781439903346
- 324.7/30973 22
- JK2281 .R54 2011
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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