Research Catalog

Title

Air wars : television advertising in election campaigns, 1952- 1992 / Darrell M. West.

Author

West, Darrell M., 1954-

Publication

Washington, D.C. : Congressional Quarterly, c1993.

Items in the Library & Off-site

Holdings

Details

Additional Authors

Congressional Quarterly, inc.

Description

xviii, 224 p. : ill.; 23 cm.

Subject

• 1945-1993
• Advertising, Political > United States
• Television in politics > United States
• Political campaigns > United States
• United States > Politics and government > 1945-1989
• United States > Politics and government > 1989-1993

Bibliography (note)

• Includes bibliographical references (p. 179-215) and index.

Processing Action (note)

• committed to retain

Contents

Rethinking ads -- Studying ads in context -- The nature of the electoral system -- Advertising and strategic politicians -- Advertising and the news media -- Comparing elections -- The study of campaign ads -- The problem of causality -- Surveys versus experiments -- Measuring ad viewing -- The use of recall measures -- The strategic use of commercials -- Models of strategic behavior -- The conventional view -- Typical versus prominent ads -- The paucity of policy appeals -- The impact of campaign stage -- The rise of negative advertising -- The objects of negativity -- Media coverage of ads -- From old to new style journalism -- The increasing coverage of ads -- Horse race coverage of ads -- Shifts over time in ad coverage -- Media coverage of negative ads Daisy and the revolving door -- Ad watches -- Learning about the candidates -- From cognition to effect -- Advertising in the electoral context -- Citizens knowledge and evaluations of candidates -- The mediating effects of prior beliefs -- The media connection -- Change during the campaign -- The electoral consequences of electability -- Agenda setting -- The medias role in agenda setting policy and campaign components of the public agenda -- Ads and agenda setting -- The influence of the individual ads -- The special case of women and the revolving door ad -- The change within campaigns -- The strategic dimensions of agenda control -- Redefinition of the agenda in 1992 -- Priming defusing and the blame game -- Information shortcuts -- Determining the standards of evaluation -- Beyond self reporting -- Strategic aspects of negative campaigning -- Advertising and democratic elections -- The crucial role of the elites -- Democratic expectations -- The risk of manipulation -- Different arenas different threats -- Slicing and dicing the electorate -- What can be done -- The challenge of the new media.

ISBN

• 0871877570 (cloth) :
• 0871877562 (pbk.) :

LCCN

^^^93014231^

OCLC

28293164

Owning Institutions

Harvard Library