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A Functional Analysis of Political Television Advertisements (Hardcover)
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A Functional Analysis of Political Television Advertisements (Hardcover)
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A Functional Analysis of Political Television Advertisements
examines theory and research on election advertisements. William
Benoit employs the Functional Theory of Political Campaign
Discourse to understand the nature or content of television spots
in election campaigns. Beginning with a look at American
presidential spots from 1952-2012, Benoit investigates the three
functions-acclaims, attacks, and defenses-and the topics of policy
and character for these groups of political commercials. The
following chapters are devoted to reporting similar data on
presidential primary advertisements, presidential third party
spots, other theories including Issue Ownership Theory and
Functional Federalism Theory, as well as nonpresidential and
non-U.S. election advertising. Benoit considers the data, discusses
the development of political advertising over time, and finally,
presents areas for further research. This book is a uniquely
comprehensive examination of the value and use of television spots
in political election rhetoric.
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