This volume represents one of the first major scholarly efforts
to unravel the psychological and symbolic processing of political
advertising. Utilizing survey, experimental, qualitative, and
semiotic methodologies to study this phenomenon, the contributors
to Television and Political Advertising trace how political ads
help to interpret the psychological reality of the presidential
campaign in the minds of millions of voters. A product of the
National Political Advertising Research Project, this
interdisciplinary effort is valuable to researchers in advertising,
communication, and consumer psychology since it helps define future
work on the relationship between television, politics, and the mind
of the voter.
This volume, Television and Political Advertising: Signs, Codes
and Images, is the second of two, and covers such areas as
Generating Meaning in the Pursuit of Power, Analyses of the Meaning
of Political Ads, The Campaign Documentary as an Ad, and Regulating
Signs and Images.
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