Research Catalog

Title

Videostyle in presidential campaigns : style and content of televised political advertising / Lynda Lee Kaid and Anne Johnston.

Author

Kaid, Lynda Lee.

Publication

Westport, Conn. : Praeger, c2001.

Items in the Library & Off-site

Holdings

Details

Additional Authors

Johnston, Anne.

Description

xii, 226 p. : ill.; 24 cm.

Summary

• "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."--Jacket.

Series Statement

Praeger series in political communication, 1062-5623

Uniform Title

Praeger series in political communication

Subject

• Advertising, Political > United States
• Television in politics > United States

Bibliography (note)

• Includes bibliographical references (p. [203]-220) and index.

Processing Action (note)

• committed to retain

Contents

Presidential campaign advertising on television -- Political advertising content and effects -- Videostyle: concept, theory, and method -- Advertising content and styles across the years -- Videostyle and political candidate positioning -- Negative and positive videostyle -- Videostyle and ethics in televised political advertising -- The mediation of videostyle: how television and newspapers cover political candidate advertising -- Videostyle in international perspective -- Recurring elements of videostyle and the future of presidential candidate presentation.

ISBN

0275940713 (alk. paper)

LCCN

^^^00023311^

Owning Institutions

Harvard Library