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 spend hundreds of millions
on TV ads. Political spots have become the dominant form of
communication between voters and candidates.
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. Important to scholars, students, and other
researchers involved with political communications, mass
communications, and presidential elections.
General
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