The persuasive power of campaign advertising
By: Travis N. Ridout and Michael M. Franz
Contributors: Franz, Michael M., 1976-
Publisher: Temple University Press
Published: 2011
Place of publication: Philadelphia
Language: eng
Number of pages: 186
ISBN-13: 9781439903322; 9781439903339; 9781439903346
Notes: Includes bibliographical references.
Table of contents: title: The role of campaign advertising; title: The problem of persuasion; title: A brief primer on data and research design; title: How race context matters; title: How ad negativity and emotional appeals matter; title: How receiver characteristics matter; title: How ad coverage in news matters; title: The future study of ad effects.