Advertising overwhelms news coverage. That is the essence of the
point Montague Kern drives home repeatedly throughout her
insightful examination of political advertising in the eighties. .
. . Any professional interested in political advertising would
profit from reading this book. It also would be useful to an
undergraduate class on political communication or advertising.
Journal of Communication Kern's work joins a spate of books
published in the 1980s on the nature, production, effect, and
importance of televised political advertising in US elections. Not,
however, old wine in a new bottle, it makes a distinct contribution
in three respects. First, other works typically focus on spot
advertising in only one type of electoral contest, primarily
presidential, senatorial, or gubernatorial; Kern examines political
ads at all electoral levels, in representative regions, and in a
variety of mass media markets. Second, Kern employs multiple data
gathering techniques beyond conventional content analysis of ads or
surveys of voters' responses--interviews, a Delphic panel, and
selected semiotic approaches. Finally, the book addresses changes
in the character and impact of televised political spots since the
1970s, arguing that documentary news styles in ads have been
replaced by those of commercial strategy of `touching someone.'
Choice In this age of the media campaign where television is
Americans' preferred source of candidate information, Montague Kern
offers insightful scrutiny of political advertisements from 1972 to
the present. This book closely examines a sample of ads and news
coverage in the last stage of the 1984 presidential election, and
in senatorial, gubernatorial, and house elections in four
geographically diverse markets. Kern interviews campaign
consultants as well as campaign managers and outlines the
significant changes in political advertising over the past two
decades. She finds, on the basis of an ad sample, that most
competitive senatorial and gubernatorial races in 1986 used
negative advertising. The book goes on to explain the rise of
negative advertising in the presidential race of 1988. In an era in
which media consultants are increasingly assuming primary
responsibility for press relations, the study demonstrates that ads
can overwhelm news coverage and serve many purposes in addition to
providing voters with campaign information. The informed general
reader seeking a better understanding of the political
advertisement phenomenon, journalists who cover political
campaigns, as well as scholars in communications and political
science, will find 30-Second Politics invaluable reading.
General
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