Overview

The Persuasive Power of Campaign Advertising offers a comprehensive overview of political advertisements and their changing role in the Internet age. Travis Ridout and Michael Franz examine how these ads function in various kinds of campaigns and how voters are influenced by them. The authors particularly study where ads are placed, asserting that television advertising will still be relevant despite the growth of advertising on the Internet. The authors also explore the recent phenomenon of outrageous ads that ""go viral"" on the web-which often leads to their replaying as television news stories, generating additional attention. The Persuasive Power of Campaign Advertising features the first analysis of the impact on voters of media coverage of political advertising and shows that televised political advertising continues to have widespread influence on the choices that voters make at the ballot box.

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9781439903339

Table of Contents

Reviews

For anyone interested in the role of ads in campaigns, this is a very valuable book. Summing Up: Recommended. Choice Ridout and Franz have done scholars of political communication, behavior, and campaigns a great service in writing this book. Political Communication, January 2012 The Persuasive Power of Campaign Advertising contributes significant insights into campaign advertising for students of political science, journalists, and anyone involved or interested in political campaigns. As a major source of information on candidates, television advertising has a strong effect on American democracy, and this work gives a basis for understanding how it works. Washington State Magazine, Summer 2012

For anyone interested in the role of ads in campaigns, this is a very valuable book. Summing Up: Recommended. Choice Ridout and Franz have done scholars of political communication, behavior, and campaigns a great service in writing this book. Political Communication, January 2012 The Persuasive Power of Campaign Advertising contributes significant insights into campaign advertising for students of political science, journalists, and anyone involved or interested in political campaigns. As a major source of information on candidates, television advertising has a strong effect on American democracy, and this work gives a basis for understanding how it works. Washington State Magazine, Summer 2012 Travis N. Ridout, professor at American University, and Michael Franz, associate professor at Bowdoin College, both with a background in political science, make a welcome attempt to evaluate the impact of campaign advertising on election results through quantitative methods. Given the lack of research in this area, Ridout and Franz's contribution is very valuable. The book has eight chapters covering such topics as the context of campaigns; negativity and emotional appeals in ads; the effect of receivers' (i.e., prospective voters') characteristics and ad coverage in news media; and previous research and suggestions for future research. Jhistory, October 2012 [T]he book succeeds in establishing the ubiquity of ad impact... The authors have done a masterful job in laying out issues. Party Politics, November 2012 [A] detailed look at the complex effects of political advertising. It is a comprehensive work that analyzes the effects of campaign advertising in Senate and Presidential races across several elections between 2000 and 2008... The Persuasive Power of Campaign Advertising makes a strong case that political advertising is related to vote choice and candidate favorability. Even more, the book demonstrates that campaign context, advertising content, and receiver characteristics play a role in explaining when political advertising works... [T]his book is a persuasive cautionary note against generalizing advertising effects found in one election to another and a productive starting point for those embarking on the difficult task of explaining why variability occurs. --Perspectives on Politics, December 2013

For anyone interested in the role of ads in campaigns, this is a very valuable book. Summing Up: Recommended. Choice Ridout and Franz have done scholars of political communication, behavior, and campaigns a great service in writing this book. Political Communication, January 2012 The Persuasive Power of Campaign Advertising contributes significant insights into campaign advertising for students of political science, journalists, and anyone involved or interested in political campaigns. As a major source of information on candidates, television advertising has a strong effect on American democracy, and this work gives a basis for understanding how it works. Washington State Magazine, Summer 2012 Travis N. Ridout, professor at American University, and Michael Franz, associate professor at Bowdoin College, both with a background in political science, make a welcome attempt to evaluate the impact of campaign advertising on election results through quantitative methods. Given the lack of research in this area, Ridout and Franz's contribution is very valuable. The book has eight chapters covering such topics as the context of campaigns; negativity and emotional appeals in ads; the effect of receivers' (i.e., prospective voters') characteristics and ad coverage in news media; and previous research and suggestions for future research. Jhistory, October 2012 [T]he book succeeds in establishing the ubiquity of ad impact... The authors have done a masterful job in laying out issues. Party Politics, November 2012

Author Information

Travis N. Ridout is Associate Professor of Political Science at Washington State University and a coauthor (with Michael M. Franz, Paul B. Freedman, and Kenneth M. Goldstein) of Campaign Advertising and American Democracy (Temple). Michael M. Franz is Associate Professor of Government and Legal Studies at Bowdoin College and a coauthor (with Paul B. Freedman, Kenneth M. Goldstein, and Travis N. Ridout) of Campaign Advertising and American Democracy (Temple).

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