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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 report the results of a systematic and thorough analysis of virtually all of the political commercials used in general election campaigns from 1952 through the 1996 presidential contest. Important to scholars, students, and other researchers involved with political communications, mass communications, and presidential elections.
List of contents
Preface
Presidential Campaign Advertising on Television
Political Advertising Content and Effects
Vidoestyle: Concept, Theory, and Method
Advertising Content and Styles Across the Years
Videostyle and Political Candidate Positioning
Negative and Positive Videostyle
Videostyle and Ethics in Political Advertising
The Mediation of Videostyle: How Television and Newspapers Cover Political Candidate Advertising
Videostyle in International Perspective
Recurring Elements of Videostyle and the Future of Presidential Candidate Presentation
References
Appendix: Videostyle Codesheet
About the author
LYNDA LEE KAID is Professor of Communication and George Lynn Cross Research Professor at the University of Oklahoma where she also serves as the Director of the Political Communication Center and supervises the Political Commercial Archive. She is the author or editor of 14 books, including
The Electronic Election,
New Perspectives on Political Advertising,
Mediated Politics in Two Cultures,
Political Advertising in Western Democracies and
Political Campaign Communication: A Bibliography and Guide to the Literature.
ANNE JOHNSTON is an Associate Professor in the School of Journalism and Mass Communication at the University of North Carolina, Chapel Hill. She has authored and co-authored work on cross-cultural studies of political broadcasting, styles and strategies in political advertising, and women and the media. Her articles have appeared in the
Journal of Applied Communication Research, Journalism Quarterly, Journal of Communication, and
Political Communication.
