02806nam 2200661 a 450 991095477380332120200520144314.097866131338479781283133845128313384997814399033461439903344(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(Perlego)2031161(EXLCZ)99255000000003288420100819d2011 uy 0engur|n|---|||||txtccrThe persuasive power of campaign advertising /Travis N. Ridout, Michael M. FranzPhiladelphia Temple University Press20111 online resource (200 p.)Description based upon print version of record.9781439903322 1439903328 9781439903339 1439903336 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 StatesPolitical campaignsAdvertising, Political324.7/30973Ridout Travis N.1974-1813536Franz Michael M.1976-1805222MiAaPQMiAaPQMiAaPQBOOK9910954773803321The persuasive power of campaign advertising4366742UNINA