The Persuasive Power of Campaign Advertising offers a comprehensive
overview of political advertisements and their changing role in the
Internet age. Travis Ridout and Michael Franz examine how these ads
function in various kinds of campaigns and how voters are
influenced by them. The authors particularly study where ads are
placed, asserting that television advertising will still be
relevant despite the growth of advertising on the Internet. The
authors also explore the recent phenomenon of outrageous ads that
"go viral" on the web-which often leads to their replaying as
television news stories, generating additional attention. The
Persuasive Power of Campaign Advertising features the first
analysis of the impact on voters of media coverage of political
advertising and shows that televised political advertising
continues to have widespread influence on the choices that voters
make at the ballot box.
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