New Perspectives on Political Advertising

By Lynda Lee Kaid; Dan Nimmo et al. | Go to book overview
TABLES
1. Distribution and Frequency of Advertisements by Candidate, Party 120
2. Frequencies, Proportions, and Descriptive Statistics of Issue Mentions in N ine Categories for All Advertisements 121
3. Frequencies, Proportions, and Descriptive Statistics of Image Mentions in Eight Categories for All Advertisements 122
4. Minutes, Proportion of Time, Rates in Seconds per Minute, and Descriptive Statistics Associated with Selected Audio Methods of Presentation for All Advertisements 123
5. Minutes, Proportions of Time, Rates in Seconds per Minute, and Descriptive Statistics Associated with Selected Video Methods of Presentation for All Advertisements 125
6. Pearson r correlation Coefficients Computed Across All Advertisements between Presentation Variables and Composite Semantic Issue and Image Scores 126
7. Image and Issue Related Audio-Visual Variables with Points Awarded Based on Proportions by Candidates' Spots Compared against Those of the Population 129
8. Rate of Actual Issue and Image Mentions per Minute Comparing Candidates and Population 131
9. Scores for All Issue and Image Related Presentation Variables, Predicted and Actual Locations of Issue and Image Mention Rates within Three Levels of Classification, and Outcomes of Prediction by Candidate 132
10. Attributes of Commercials in the Sample 143
11. Commercials in Which Policy Intentions Are Revealed 150

-vii-

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