Campaign Advertising and American Democracy

Contents

C O N T E N T S List of Figures and Tables ix Preface xiii one Campaign Advertising: The Whipping Boy of American Politics 1 two Campaign Ads as Information Supplements: A Spillover Theory of Advertising Effects 11 three Measuring Exposure to Campaign Ads 25 four Tracking the Volume and Content of Political Advertising 36 five What, When, and Where: Making Sense of Campaign Advertising 52 six What Did They Know and When Did They Know It? 68 seven Campaign Advertising and Voter Attitudes toward the Political Process 87 eight Campaign Advertising and Citizen Participation 105 nine Advertising Tone and Political Engagement 117 ten Campaign Advertising and American Democracy 136 Appendix A: Assessing the Validity of the CMAG Tracking Data 145 Appendix B: Assessing the Reliability of the CMAG Storyboard Coding 147 Appendix C: Datasets and Variables 151 Appendix D: Wisconsin Advertising Project Coding Sheet for 2000 Ads 161 Appendix E: Wisconsin Advertising Project Coding Sheet for 2004 Ads 167 Notes 179 References 187 Index 195 ...