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that documentary news styles in ads have been replaced by those of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
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
