Advertising overwhelms news coverage. That is the essence of the point Montague Kern drives home repeatedly throughout her insightful examination of political advertising in the eighties. . . . Any professional interested in political advertising would profit from reading this book. It also would be useful to an undergraduate class on political communication or advertising. Journal of Communication Kern's work joins a spate of books published in the 1980s on the nature, production, effect, and importance of televised ...
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Advertising overwhelms news coverage. That is the essence of the point Montague Kern drives home repeatedly throughout her insightful examination of political advertising in the eighties. . . . Any professional interested in political advertising would profit from reading this book. It also would be useful to an undergraduate class on political communication or advertising. Journal of Communication Kern's work joins a spate of books published in the 1980s on the nature, production, effect, and importance of televised political advertising in US elections. Not, however, old wine in a new bottle, it makes a distinct contribution in three respects. First, other works typically focus on spot advertising in only one type of electoral contest, primarily presidential, senatorial, or gubernatorial; Kern examines political ads at all electoral levels, in representative regions, and in a variety of mass media markets. Second, Kern employs multiple data gathering techniques beyond conventional content analysis of ads or surveys of voters' responses--interviews, a Delphic panel, and selected semiotic approaches. Finally, the book addresses changes in the character and impact of televised political spots since the 1970s, arguing that documentary news styles in ads have been replaced by those of commercial strategy of `touching someone.' Choice In this age of the media campaign where television is Americans' preferred source of candidate information, Montague Kern offers insightful scrutiny of political advertisements from 1972 to the present. This book closely examines a sample of ads and news coverage in the last stage of the 1984 presidential election, and in senatorial, gubernatorial, and house elections in four geographically diverse markets. Kern interviews campaign consultants as well as campaign managers and outlines the significant changes in political advertising over the past two decades. She finds, on the basis of an ad sample, that most competitive senatorial and gubernatorial races in 1986 used negative advertising. The book goes on to explain the rise of negative advertising in the presidential race of 1988. In an era in which media consultants are increasingly assuming primary responsibility for press relations, the study demonstrates that ads can overwhelm news coverage and serve many purposes in addition to providing voters with campaign information. The informed general reader seeking a better understanding of the political advertisement phenomenon, journalists who cover political campaigns, as well as scholars in communications and political science, will find 30-Second Politics invaluable reading.
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Add this copy of 30-Second Politics: Political Advertising in the to cart. $6.72, very good condition, Sold by ThriftBooks-Reno rated 5.0 out of 5 stars, ships from Reno, NV, UNITED STATES, published 1989 by Praeger.
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Add this copy of Thirty-Second Politics: Political Advertising in the to cart. $30.26, Sold by Gareth Roberts rated 5.0 out of 5 stars, ships from Rhydcymerau, Llandeilo, CARMARTHESHIRE, UNITED KINGDOM, published 1989 by Praeger Publishers Inc.
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Reader copy. EX library paperback covered in plastic, usual stamps/markings. Covers little creased, clean condition throughout. Ready for immediate despatch from UK. 48C*
Add this copy of 30-Second Politics: Political Advertising in the to cart. $35.40, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 1989 by Praeger.
Add this copy of 30-Second Politics: Political Advertising in the to cart. $45.00, good condition, Sold by Ground Zero Books, Ltd. rated 4.0 out of 5 stars, ships from Silver Spring, MD, UNITED STATES, published 1989 by Praeger Publishers.
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Good. No dust jacket. Cover has some wear and soiling. xiii, 237, [1] p. Illustrations. Bibliography. Index. "Although this is a scholarly work, it will be (or should be) required reading by all political campaign managers and media consultants; for it is full of information and insights, all supported by evidence, about what works and what doesn't in political campaigns. " American Political Science Review.
Add this copy of 30-Second Politics: Political Advertising in the to cart. $48.31, new condition, Sold by Ingram Customer Returns Center rated 5.0 out of 5 stars, ships from NV, USA, published 1989 by Praeger Publishers Inc.
Add this copy of 30-Second Politics: Political Advertising in the to cart. $55.09, new condition, Sold by discount_scientific_books rated 3.0 out of 5 stars, ships from Sterling Heights, MI, UNITED STATES, published 1989 by Praeger Publishers Inc.
