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Air wars : television advertising in election campaigns, 1952-2012 /
Darrel M. West.
Sixth edition.
Washington DC : CQ Press, [2014], c2014
xviii, 205 p. : ill. ; 23 cm
1452239916 (paperback : alk. paper), 9781452239910 (paperback : alk. paper)
More Details
added author
Washington DC : CQ Press, [2014], c2014
1452239916 (paperback : alk. paper)
9781452239910 (paperback : alk. paper)
catalogue key
Includes bibliographical references (p. 175-192) and index.
A Look Inside
About the Author
Author Affiliation
Darrell M. West is the vice president of Governance Studies and director of the Center for Technology Innovation at the Brookings Institution in Washington, DC. He is the author of 18 books, including Digital Schools: How Technology Can Transform Education, Digital Government: Technology and Public Sector Innovation, and Digital Medicine: Health Care in the Internet Era.
Review Quotes
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.
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.
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Main Description
Tracing the evolution of political advertising from 1952 through the 2012 elections, Darrell M. West returns with his much anticipated sixth edition of Air Wars. Integrating the latest data and key events from the 2012 campaigns, West provides in-depth examination and insight into how candidates plan and execute advertising campaigns, how the media covers these campaigns, and how American voters are ultimately influenced by them. Taking into account technological advances, West now includes discussion of how campaigns are utilizing social media tools to reach audiences and to what effect. The sixth edition offers significant updates, including: - The face-off between Obama and Romney in the general election; - Case studies of ads during presidential and Congressional campaigns; - The ever increasing use and impact of social media; - Ad stills from the 2012 campaign; and - Concrete examples of which ads worked and which ads did not. FEATURES & BENEFITS: - A History in Pictures features an array of ad stills starting from Lyndon Johnson's shocking Daisy ad in 1964 to ads the Obama and Romney campaigns hurl at each other in 2012. - An Appendix of Memorable Ads, 19842012, lets students read through and analyze narrated comments. - An overview chapter outlines advertising principles as well as how ads are put together and financed. - Conclusion sections at the end of chapters summarize key takeaway points.
Main Description
Undergraduate students of political communication, elections and voting behaviour and American politics
Table of Contents
Tables and Figuresp. ix
Prefacep. xi
Pictorial Historyp. xiii
The History of Advertisingp. 1
From Newspapers to Television and Social Mediap. 1
Broadcasting Strategiesp. 5
Narrowcastingp. 5
Microcastingp. 6
Nanocastingp. 7
Conclusionp. 10
Qualities of Effective Adsp. 11
Principles of Advertisingp. 12
Production Techniquesp. 16
The Role of Moneyp. 21
Advertising and Strategic Politiciansp. 22
Advertising and the News Mediap. 24
Changes in Public Opinionp. 26
Conclusionp. 27
Buying Air Timep. 29
The Strategies of Ad Buyingp. 29
The Study of Ad Buysp. 30
Ad Frequency and Diversificationp. 31
Outreach Through Social Mediap. 34
Targeting Strategiesp. 36
Strategic interactionsp. 39
The Power of Early Advertisingp. 43
Conclusionp. 47
Ad Messagesp. 49
Ad Contentp. 49
Prominent Adsp. 51
The Paucity of Policy Appealsp. 51
Shifts Over Timep. 53
The Impact of Campaign Stagep. 57
Internet Sites and Adsp. 59
The Rise of Negative Advertisingp. 65
The Objects of Negativityp. 70
Conclusionp. 72
Media Coverage of Adsp. 73
The Increasing Coverage of Adsp. 74
Horse-Race Coverage of Adsp. 77
Shifts in Ad Coverage Over Timep. 78
"Daisy," "Daisy II," and the "Revolving Door"p. 79
Swift Boat Veterans and Adsp. 81
Media Coverage of 2008 Adsp. 82
Media Coverage of 2012 Adsp. 84
Conclusionp. 85
Learning About the Candidatesp. 87
Advertising and the Electoral Contextp. 88
Citizens' Knowledge and Evaluations of Candidatesp. 88
The Impact of the Campaignp. 92
Ads and the Votep. 95
Conclusionp. 99
Setting the Agendap. 101
The Media's Role in Agenda Settingp. 101
Policy and Campaign Components of the Agendap. 103
Ads and Agenda Settingp. 104
The Influence of Individual Adsp. 105
The Strategic Dimensions of Agenda Controlp. 106
A Fixed Agendap. 108
A Fluid Agendap. 110
A Varied Agendap. 111
A Bifurcated Agenda: Terrorism Versus the Economyp. 112
It's Still the Economy, Stupid!p. 114
Shifting the Focusp. 115
Conclusionp. 116
Playing the Blame Gamep. 117
Blame Dukakisp. 117
Blame Bushp. 120
Blame Forbesp. 122
Blame Dolep. 124
Blame Gingrichp. 126
Don't Blame Mep. 127
Blame Terroristsp. 127
Blame Bush and McCainp. 128
Blame Bainp. 129
Conclusionp. 130
Ads in Congressional Electionsp. 133
Features of Congressional Campaignsp. 133
Historical Congressional Adsp. 134
The 2000 Fight for a Democratic Housep. 135
The Fight for the 2000 Senatep. 136
Clinton Versus Giuliani and Lazio in 2000p. 137
2004 Senate Campaignsp. 139
2006 House and Senate Campaignsp. 141
2008 Senate Campaignsp. 143
2012 House and Senate Campaignsp. 144
Conclusionp. 146
Advertising and Democratic Electionsp. 147
Democratic Expectationsp. 147
The Risk of Manipulationp. 149
The Importance of Fact-Checkingp. 152
Lessons of Campaign Communicationsp. 158
Slicing and Dicing the Electoratep. 159
What Can Be Donep. 160
Conclusionp. 162
Appendix: Memorable Ads, 1984-2012p. 163
Notesp. 175
Indexp. 193
About the Authorp. 205
Table of Contents provided by Ingram. All Rights Reserved.

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