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Political Advertising in the United States

Political Advertising in the United States

Political advertising is as important as ever—ad spending records are broken each election cycle, and the volume of ads aired continues to increase. Political Advertising in the United States is a comprehensive survey of the political advertising landscape today. The authors analyze the major trends in advertising in both presidential and congressional elections and the effect political ads have on voters—from the impact of today's regulatory environment on the sponsorship and content of political advertising, to how data analysis has allowed for more sophisticated targeting and how the rise of the Internet and social media has changed the distribution of ads.

The authors, co-directors of the Wesleyan Media Project, draw from the most up-to-date data on political advertising to illustrate and support their arguments. Written in an accessible and easy to understand manner, this is a book that will appeal to students, scholars and political practitioners.
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Genre: Nonfiction / Political Science / Political Process / Campaigns & Elections

On Sale: February 2nd 2016

Price: $19.99

Page Count: 240

ISBN-13: 9780813350103

What's Inside

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Praise

“The book is jam-packed with data that illustrate the key arguments advanced by the authors, and the quantitative analyses are presented in an accessible way. In addition, the authors provide a host of examples throughout to help make their points and engage readers. Readers also get an inside look at how political advertising is developed in campaigns, including how ads are created, tested, and purchased. What is especially nice about the book is that it clearly defines and explains the key concepts related to political advertising. This book provides a great introduction to political advertising in US political campaigns. Highly recommended.” —Choice

“The authors pull together varied research areas including persuasion, negative advertising, and campaign finance laws and rulings to provide a clear and comprehensive narrative of political advertising. The writing is engaging and the use of vignettes provides students with clear examples of why, when, and how political advertising matters. Anyone who wants to know how political advertising works must read this seminal book.” —James Druckman, Northwestern University