Research Catalog

Title

Political consultants and negative campaigning : the secrets of the pros / Kerwin C. Swint.

Author

Swint, Kerwin C.

Publication

Lanham, Md. : University Press of America, c1998.

Items in the Library & Off-site

Details

Description

iii, 175 p. : ill.; 23 cm.

Subject

• Political consultants > United States
• Political campaigns > United States
• Advertising, Political > United States
• Negativism

Bibliography (note)

• Includes bibliographical references (p. [167]-172) and index.

Processing Action (note)

• committed to retain

Contents

Ch. 1. Introduction -- Ch. 2. The Negative Campaign -- Ch. 3. Successful Attack Strategies -- Ch. 4. Spiro Agnew for Vice president?: The Use of Humor in Negative Ads -- Ch. 5. Negativity is in the Eye of the Beholder -- Ch. 6. When Do Campaigns Go Negative? -- Ch. 7. Communicating Attack Messages -- Ch. 8. Party and Gender Differences Among Consultants -- Ch. 9. There's No Substitute for Experience: How Consultants Traits Such as Age And Experience Affect Media Selection -- Ch. 10. Telephones and Push Polls: Reach Out and Smack Someone -- Ch. 11. Case Studies. 1. The Ballad of Margie Lopp. 2. A Senator, a Colonel, and a Marshall. 3. A Jersey Street Fight -- Ch. 12. Toward the Millennium.

ISBN

• 0761810080 (cloth)
• 0761810099 (pbk.)

LCCN

^^^97046437^

OCLC

• 37966370
• SCSB-10867867

Owning Institutions

Harvard Library