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Negative Political Advertising: Coming of Age

Negative Political Advertising: Coming of Age

Hardcover

Series: Routledge Communication

Investing & FinanceGeneral Political ScienceGeneral Sociology

ISBN10: 0805808345
ISBN13: 9780805808346
Publisher: Routledge
Published: Apr 1 1991
Pages: 332
Weight: 1.56
Height: 1.13 Width: 6.24 Depth: 9.30
Language: English
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?

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General Political Science