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Contents Preface vii 1 The Role of Campaign Advertising 1 2 The Problem of Persuasion 21 3 A Brief Primer on Data and Research Design 37 4 How Race Context Matters 51 5 How Negativity and Emotional Appeals in Ads Matter 79 6 How Receivers’ Characteristics Matter 103 7 How Ad Coverage in News Matters 123 8 The Future Study of Ad Effects 145 Appendix A: Variable Coding 153 Appendix B: Full Model Results from Chapter 4 161 Appendix C: Additional Model Results from Chapter 5 169 References 171 Index 181 ...

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Additional Information

ISBN
9781439903346
Related ISBN
9781439903339
MARC Record
OCLC
719377497
Pages
186
Launched on MUSE
2012-01-01
Language
English
Open Access
No
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