Videostyle in Presidential Campaigns: Style and Content of Televised Political Advertising

by Lynda Lee Kaid and Anne Johnston

Since 1952, when Eisenhower's media consultants decided they could warm up the General's personality and overcome selective exposure by using short spots on television, advertising has played a major role in American presidential campaigns. By the late 1990s, candidates and their political parties spend hundreds of millions on TV ads. Political spots have become the dominant form of communication between voters and candidates.

Kaid and Johnston...

• Format: Hardcover
• Language: English
• ISBN: 0275940713
• ISBN13: 9780275940713
• Release Date: October 2000
• Publisher: Praeger
• Length: 240 Pages
• Weight: 1.30 lbs.
• Dimensions: 1.0" x 6.5" x 9.4"