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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.
These groundbreaking studies, rich with data, include chapters on:
* Political parties (by Anthony Corrado, Robin Kolodny, Diana
Dwyre, Raymond LaRaja) * "527" committees and interest groups (by
Steve Weissman, Ruth Hassan, Robert Boatright, Michael Malbin, Mark
Rozell, Clyde Wilcox) * Television ads (by Kenneth Goldstein,
Michael Franz, Joel Rivlin) * The "ground war" (by David Magleby,
Kelly Patterson) * Congressional politics (by Gary Jacobson,
Jennifer Steen) * Presidential campaigns (by Michael Malbin). A
must read for its insightful and nuanced assessments of the effects
of reform.
These groundbreaking studies, rich with data, include chapters on
political parties, '527' committees and interest groups, television
ads, the 'ground war, ' Congressional politics, and presidential
campaigns. A must-read for its insightful and nuanced assessments
of the effects of reform
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