The persuasive power of campaign advertising / Travis N. Ridout and Michael M. Franz.
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| Format: | Book |
| Language: | English |
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Philadelphia :
Temple University Press,
[2011]
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Table of Contents:
- The role of campaign advertising
- The problem of persuasion
- A brief primer on data and research design
- How race context matters
- How ad negativity and emotional appeals matter
- How receiver characteristics matter
- How ad coverage in news matters
- The future study of ad effects.