Negative Political Advertising - Coming of Age (Paperback)

This volume provides a unique synthesis of the relevant literature from academic studies in the fields of political science, marketing, advertising, speech communication, telecommunication, and public relations combined with the practical wisdom of professional consultants. Offering the reader both the theory and practical applications associated with negative political advertising, this is the first book devoted exclusively to the various forms of negative campaigning in the United States. After developing a typology of negative political spots for greater clarity in explaining and evaluating them, the book addresses effectiveness questions such as: What works? When? Why? and How?

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Routledge Communication Series
Release date:	August 2016
First published:	1991
Authors:	Karen S. Johnson-Cartee • Gary Copeland
Dimensions:	229 x 152mm (L x W)
Format:	Paperback
Pages:	332
ISBN-13:	978-1-138-97687-0
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Social sciences > Politics & government > General
LSN:	1-138-97687-3
Barcode:	9781138976870

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