Television and Political Advertising: Psychological Processes - Vol. 1

Table of contents

• Communication ii
• Title Page v
• Contents vii
• Preface xi
• I - Viewing Political Television: Models and Theories 1
• 1 - In Search of the Model: Political Science Versus Political Advertising Perspectives on Voter Decision Making 3
• References 25
• 2 - Viewers' Mental Models of Political Messages: Toward a Theory of the Semantic Processing of Television 27
• References 83
• 3 - Models of a Successful and an Unsuccessful Ad: An Exploratory Analysis 91
• References 122
• II - Psychological Processing of Issues, Images, and Form 123
• 4 - The Effects of Visual Structure and Content Emphasis on the Evaluation and Memory for Political Candidates 125
• References 142
• 5 - Selling Candidates like Tubes of Toothpaste: is the Comparison Apt? 145
• References 169
• Appendix A: An Example of the Scripts Used in the Study 172
• 6 - The Impact of Presentation Techniques: Theoretical Aspects and Empirical Findings 173
• References 190
• III - Differential Processing of Positive and Negative Advertising 195
• 7 - Emotion and Memory Responses for Negative Political Advertising: A Study of Television Commercials Used in the 1988 Presidential Election 197
• References 218
• 8 - Emotion, Formal Features, and Memory for Televised Political Advertisements 221
• References 242
• 9 - Positive and Negative Political Advertising: Effectiveness of Ads and Perceptions of Candidates 245
• IV - The Psychological Contexts of Processing 263
• 10 - Inside the Agenda-Setting Process: How Political Advertising and Tv News Prime Viewers to Think About Issues and Candidates 265
• Appendix A: Indexes Used in the Study 306
• References 308
• 11 - The Role of Cognitive Schemata in Determining Candidate Characteristic Effects 311
• References 328
• 12 - Reactions to Political Advertising Depend on the Nature of the Voter-Candidate Bond 329
• References 350
• Author Index 351
• Subject Index 359

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