Political Advertising in the United States / Edition 1

by Erika Franklin Fowler, Michael M. Franz, Travis N. Ridout

Overview

Political advertising is as important as ever, ad spending records are broken each election cycle, and the volume of ads aired continues to increase. Political Advertising in the United States is a comprehensive survey of the political advertising landscape and its influence on voters. The authors, co-directors of the Wesleyan Media Project, draw from the latest data to analyze how campaign finance laws have affected the sponsorship and content of political advertising, how 'big data' has allowed for more sophisticated targeting, and how the Internet and social media has changed the distribution of ads. With detailed analysis of presidential and congressional campaign ads and discussion questions in each chapter, this accessibly written book is a must-read for students, scholars and practitioners who want to understand the ins and outs of political advertising.

Product Details

ISBN-13:	9780813349756
Publisher:	Westview Press
Publication date:	02/23/2016
Edition description:	New Edition
Pages:	234
Product dimensions:	5.90(w) x 8.90(h) x 0.60(d)

About the Author

Erika Franklin Fowler

Table of Contents

Chapter 1: Introduction Chapter 2: The Regulation of Advertising Chapter 3: The Content of Advertising Chapter 4: How Ads Are Created and Tested Chapter 5: Buying Political Advertising Chapter 6: Targeting Political Advertising Chapter 7: The Internet, Social Media and Advertising Chapter 8: The Intended and Indirect Effects of Advertising Chapter 9: The Unintended Effects of Advertising Chapter 10: Conclusion

Editorial Reviews

The book is jam-packed with data that illustrate the key arguments advanced by the authors, and the quantitative analyses are presented in an accessible way. In addition, the authors provide a host of examples throughout to help make their points and engage readers. Readers also get an inside look at how political advertising is developed in campaigns, including how ads are created, tested, and purchased. What is especially nice about the book is that it clearly defines and explains the key concepts related to political advertising. This book provides a great introduction to political advertising in US political campaigns. Highly recommended.” —Choice

“The authors pull together varied research areas including persuasion, negative advertising, and campaign finance laws and rulings to provide a clear and comprehensive narrative of political advertising. The writing is engaging and the use of vignettes provides students with clear examples of why, when, and how political advertising matters. Anyone who wants to know how political advertising works must read this seminal book.” —James Druckman, Northwestern University

From the Publisher