Overview

Morreale traces the development of the documentary films produced for presidential candidates from Calvin Coolidge in 1923 to George Bush and Bill Clinton in 1992. The work provides insight into today's visually oriented presidential campaign by analyzing the production of candidates' images as the films evolve from classical to modern forms. Campaign films are usually overlooked by campaign scholars, yet they provide the fullest available visual portrait of a candidate during a campaign, they encapsulate persuasive appeals and strategies, and they illustrate Republican and Democratic candidates' different approaches to mediated communication. Morreale concludes that presidential campaign films provide a lens through which we can view both changes and continuities in American politics and culture. Recommended for scholars and students of communication, political science, and history.

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9780275938826

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Reviews

.,. rich with historical examples and evidence to support the impact of image over substance, and to show how campaigning has evolved with technology and culture. It is a well argued book that fills a large gap in our understanding about presidential campaign rhetoric. Morreale's work is thought-provoking and thorough. It is a significant contribution to the presidential scholar's understanding of image construction and of cultural responses in the modern-day presidential campaign. -Presidential Studies Quarterly

... rich with historical examples and evidence to support the impact of image over substance, and to show how campaigning has evolved with technology and culture. It is a well argued book that fills a large gap in our understanding about presidential campaign rhetoric. Morreale's work is thought-provoking and thorough. It is a significant contribution to the presidential scholar's understanding of image construction and of cultural responses in the modern-day presidential campaign. -Presidential Studies Quarterly ... a standard reference for those interested in what has become a central device in America's presidential campaigns. -The Annals of the American Academy This is an excellent look at this campaign device. It is possible to follow changes in political campaigns and technological changes in campaign advertising over the past 50 years by studying these films. Excellent filmography. Every university library on capuses with advanced undergraduate or graduate programs in political science, advertising, or film/television should have this volume on the shelves. -Choice ?...a standard reference for those interested in what has become a central device in America's presidential campaigns.?-The Annals of the American Academy ?This is an excellent look at this campaign device. It is possible to follow changes in political campaigns and technological changes in campaign advertising over the past 50 years by studying these films. Excellent filmography. Every university library on capuses with advanced undergraduate or graduate programs in political science, advertising, or film/television should have this volume on the shelves.?-Choice ?...rich with historical examples and evidence to support the impact of image over substance, and to show how campaigning has evolved with technology and culture. It is a well argued book that fills a large gap in our understanding about presidential campaign rhetoric. Morreale's work is thought-provoking and thorough. It is a significant contribution to the presidential scholar's understanding of image construction and of cultural responses in the modern-day presidential campaign.?-Presidential Studies Quarterly .,. a standard reference for those interested in what has become a central device in America's presidential campaigns. -The Annals of the American Academy .,. rich with historical examples and evidence to support the impact of image over substance, and to show how campaigning has evolved with technology and culture. It is a well argued book that fills a large gap in our understanding about presidential campaign rhetoric. Morreale's work is thought-provoking and thorough. It is a significant contribution to the presidential scholar's understanding of image construction and of cultural responses in the modern-day presidential campaign. -Presidential Studies Quarterly

Author Information

JOANNE MORREALE is Associate Professor of Communication at Northeastern University. Her particular research interest is in campaign communication.

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