Negative Political Advertising: Coming of Age

Negative Political Advertising: Coming of Age

Negative Political Advertising: Coming of Age

Negative Political Advertising: Coming of Age

Synopsis

This volume provides a unique synthesis of the relevant literature from academic studies in the fields of political science, marketing, advertising, speech communication, telecommunication, and public relations combined with the practical wisdom of professional consultants. Offering the reader both the theory and practical applications associated with negative political advertising, this is the first book devoted exclusively to the various forms of negative campaigning in the United States. After developing a typology of negative political spots for greater clarity in explaining and evaluating them, the book addresses effectiveness questions such as: What works? When? Why? and How?

Excerpt

A successful analysis of negative political advertising requires that the topic be studied from a number of different approaches. Therefore, this book is an amalgamation of political science, marketing, advertising, research methods, cognitive psychology, public relations, mass communication, political communication, speech communication, political consulting theory and research, and practical experience. Perhaps it is fitting then that the authors are an eclectic mixture of various fields. Karen Johnson-Cartee has graduate degrees in mass communication with an emphasis in journalism and political science with an emphasis in political communication. She has taught courses in a variety of areas such as broadcasting, advertising, public relations, political communication, international communication, mass communication, and American politics. Gary Copeland has graduate degrees in speech communication with emphases in mass communication effects, broadcasting aesthetics, and social psychology. He has taught courses in a variety of fields: media effects, communication theory, broadcast production, social responsibility of the mass media, nonverbal communication, and broadcast aesthetics. The authors have published in such diverse journals as: Presidential Studies Quarterly, Journalism Quarterly, Journal of Broadcasting and Electronic Media, Critical Studies in Mass Communication, Public Relations Review, Newspaper Research Journal, Victimology, Communication Yearbook, Political Communication Yearbook, and Journalism Educator, and have served on a variety of editorial review boards. Both authors are members of the American Association of Political Consultants. If the book appears rather interdisciplinary, it is, because we are.

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