Videostyle in presidential campaigns
Subtitle: style and content of televised political advertising
By: Lynda Lee Kaid and Anne Johnston
Contributors: Johnston, Anne
Series: Praeger series in political communication
Publisher: Praeger
Published: 2001
Place of publication: Westport, Conn
Language: eng
Number of pages: 226
Subjects: Advertising, Political -- United States; Television in politics -- United States
Description: "Kaid and Johnston report the results of a systematic and thorough analysis of virtually all of the political commercials used in general election campaigns from 1952 through the 1996 presidential contest. Since 1952, when Eisenhower's media consultants decided they could "warm up" the General's personality and overcome selective exposure by using short spots on television, advertising has played a major role in American presidential campaigns.

By the late 1990s, candidates and their political parties spent hundreds of millions on TV ads. For better or worse, political spots have become the dominant form of communication between voters and candidates. This research establishes clear videostyles for incumbents and challengers and demonstrates that candidate party and electoral position can have strong influences in style and content of political advertising.

This book will be important to scholars, students, and other researchers involved with political communications, mass communications, and presidential elections."--BOOK JACKET.
Notes: Includes bibliographical references (p. [203]-220) and index