ADVERTISING AND SOCIETY
With the growth of negative political advertising in the 1980s, consultants have developed a number of combative negative political advertising strategies in order to limit the effectiveness of negative attacks against their clients. In chapter 6, we consider two combative negative political advertising strategies: proactive inoculation ads and reactive response ads.
In chapter 7, we consider both legal and ethical considerations when devising negative political advertising. And in chapter 8, we examine the possible effects of negative political advertising on American society.
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Publication information: Book title: Negative Political Advertising:Coming of Age. Contributors: Karen S. Johnson-Cartee - Author, Gary A. Copeland - Author. Publisher: Lawrence Erlbaum Associates. Place of publication: Hillsdale, NJ. Publication year: 1991. Page number: 209.
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