In this Book

summary
It has been estimated that more than three million political ads were televised leading up to the elections of 2004.  More than $800,000,000 was spent on TV ads in the race for the White House alone and presidential candidates, along with their party and interest group allies, broadcast over a million ads -- more than twice the number aired before the 2000 elections.  What were the consequences of this barrage of advertising?

Were viewers turned off by political advertising to the extent that it disuaded them from voting, as some critics suggest?  Did they feel more connected to political issues and the political system or were they alienated?  These are the questions this book answers, based on a unique, robust, and extensive database dedicated to political advertising.

Confronting prevailing opinion, the authors of this carefully researched work find that political ads may actually educate, engage, and mobilize American voters.  Only in the rarest of circumstances do they have negative impacts.

Table of Contents

  1. Cover
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  1. Frontmatter
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  1. Contents
  2. pp. -
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  1. List of Figures and Tables
  2. pp. ix-xi
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  1. Preface
  2. pp. xiii- xiv
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  1. 1. Campaign Advertising: The Whipping Boy of American Politics
  2. pp. 1-10
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  1. 2. Campaign Ads as Information Supplements: A Spillover Theory of Advertising Effects
  2. pp. 11-24
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  1. 3. Measuring Exposure to Campaign Ads
  2. pp. 25-35
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  1. 4. Tracking the Volume and Content of Political Advertising
  2. pp. 36-51
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  1. 5. What, When, and Where: Making Sense of Campaign Advertising
  2. pp. 52-67
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  1. 6. What Did They Know and When Did They Know It?
  2. pp. 68-86
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  1. 7. Campaign Advertising and Voter Attitudes toward the Political Process
  2. pp. 87-104
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  1. 8. Campaign Advertising and Citizen Participation
  2. pp. 105-116
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  1. 9. Advertising Tone and Political Engagement
  2. pp. 117-135
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  1. 10. Campaign Advertising and American Democracy
  2. pp. 136-144
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  1. Appendix A: Assessing the Validity of the CMAG Tracking Data
  2. pp. 145-146
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  1. Appendix B: Assessing the Reliability of the CMAG Storyboard Coding
  2. pp. 147-150
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  1. Appendix C: Datasets and Variables
  2. pp. 151-160
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  1. Appendix D: Wisconsin Advertising Project Coding Sheet for 2000 Ads
  2. pp. 161-166
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  1. Appendix E: Wisconsin Advertising Project Coding Sheet for 2004 Ads
  2. pp. 167-178
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  1. Notes
  2. pp. 179-186
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  1. References
  2. pp. 187-194
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  1. Index
  2. pp. 195- 197
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Additional Information

ISBN
9781592134571
MARC Record
OCLC
609863272
Launched on MUSE
2012-01-01
Language
English
Open Access
No
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