02722nam 2200613 a 450 991045699790332120200520144314.097866131338471-283-13384-91-4399-0334-4(CKB)2550000000032884(EBL)686231(OCoLC)719377497(SSID)ssj0000516879(PQKBManifestationID)11346891(PQKBTitleCode)TC0000516879(PQKBWorkID)10478017(PQKB)11236248(MiAaPQ)EBC686231(MdBmJHUP)muse13417(Au-PeEL)EBL686231(CaPaEBR)ebr10466258(CaONFJC)MIL313384(EXLCZ)99255000000003288420100819d2011 uy 0engur|n|---|||||txtccrThe persuasive power of campaign advertising[electronic resource] /Travis N. Ridout, Michael M. FranzPhiladelphia Temple University Press20111 online resource (200 p.)Description based upon print version of record.1-4399-0332-8 1-4399-0333-6 Includes bibliographical references and index.The role of campaign advertising -- The problem of persuasion -- A brief primer on data and research design -- How race context matters -- How ad negativity and emotional appeals matter -- How receiver characteristics matter -- How ad coverage in news matters -- The future study of ad effects.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 Political campaignsUnited StatesAdvertising, PoliticalUnited StatesElectronic books.Political campaignsAdvertising, Political324.7/30973Ridout Travis N.1974-953946Franz Michael M.1976-953947MiAaPQMiAaPQMiAaPQBOOK9910456997903321The persuasive power of campaign advertising2157415UNINA