Negative Political Advertising
Coming of Age
Business & Finance, Marketing & Sales, Consumer Behaviour, Nonfiction, Reference & Language, Language Arts, Communication, Social & Cultural Studies, Social Science
| Author: | Karen S. Johnson-Cartee, Gary Copeland | ISBN: | 9781135439255 |
| Publisher: | Taylor and Francis | Publication: | December 16, 2013 |
| Imprint: | Routledge | Language: | English |
| Author: | Karen S. Johnson-Cartee, Gary Copeland |
| ISBN: | 9781135439255 |
| Publisher: | Taylor and Francis |
| Publication: | December 16, 2013 |
| Imprint: | Routledge |
| Language: | English |
This volume provides a unique synthesis of the relevant literature from academic studies in the fields of political science, marketing, advertising, speech communication, telecommunication, and public relations combined with the practical wisdom of professional consultants. Offering the reader both the theory and practical applications associated with negative political advertising, this is the first book devoted exclusively to the various forms of negative campaigning in the United States. After developing a typology of negative political spots for greater clarity in explaining and evaluating them, the book addresses effectiveness questions such as: What works? When? Why? and How?
This volume provides a unique synthesis of the relevant literature from academic studies in the fields of political science, marketing, advertising, speech communication, telecommunication, and public relations combined with the practical wisdom of professional consultants. Offering the reader both the theory and practical applications associated with negative political advertising, this is the first book devoted exclusively to the various forms of negative campaigning in the United States. After developing a typology of negative political spots for greater clarity in explaining and evaluating them, the book addresses effectiveness questions such as: What works? When? Why? and How?
