Preface
Television Advertising in Election Campaigns: A History in
Pictures
1. Overview of Ads
2. Buying Air Time
3. Ad Messages
4. Media Coverage of Ads
5. Learning About the Candidates
6. Setting the Agenda
7. Priming and Defusing
8. Playing the Blame Game
9. Ads in Congressional Elections
10. Advertising and Democratic Elections
Appendix: Memorable Ads, 1984-2012
Darrell M. West is the Vice President of Governance Studies and Director of the Center for Technology Innovation at the Brookings Institution in Washington, D.C. He is the author of 22 books, including Megachange: Economic Disruption, Political Upheaval, and Social Strife in the 21st Century and Billionaires: Reflections on the Upper Crust.
“My students enjoyed the book. Many of the historical ads West
discussed in his text interested my students, with some even going
online to view the older ads. The book does a good job explaining
the major theories of political communication. After reading a few
chapters of the text, my students better understood priming and
agenda setting. They also began to think more about how ads affect
the American public.”
*Heather Evans*
“West does an excellent job of providing breadth as well as details
in Air Wars. My students especially respond to various concepts he
develops including demonization, association, stereotyping, and
code words. This allows them to apply concepts to specific ads from
the last several decades. His in-depth examination of various
contexts in which ads surface allows students to understand ad
meanings and effects.”
*Farida Jalalzai*
It occasionally happens that the umpteenth remake of a book is
simply a carbon copy of the previous versions. Not so with this
beautiful work... Pioneer research in communication
policy, [the author] has rigorously reviewed and updated
the text.... a rich exhibition, full of notes and effective
insights.
*Ferdinando Fasce*
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