Since 1952, when Eisenhower's media consultants decided they could warm up the General's personality and overcome selective exposure by using short spots on television, advertising has played a major role in American presidential campaigns. By the late 1990s, candidates and their political parties spend hundreds of millions on TV ads. Political spots have become the dominant form of communication between voters and candidates.Kaid and Johnston report the results of a systematic and thorough analysis of virtually all of the political commercials used in general election campaigns from 1952 through the 1996 presidential contest. Important to scholars, students, and other researchers involved with political communications, mass communications, and presidential elections.

Videostyle in Presidential Campaigns: Style and Content of Televised Political Advertising

Business & Money

Johnston, Anne

Kaid, Lynda Lee

Marketing & Sales

Greenwood Press

Civic Dialogue in the 1996 Presidential Campaign: Candidate, Media, and Public Voices (Hampton Press Communication Series. Political Communication)

<p>Book by Kaid, Lynda Lee, McKinney, Mitchell S., Tedesco, John C.</p>

Politics & Social Sciences

McKinney, Mitchell S.

Tedesco, John C.

Politics & Government

Hampton Pr

An analysis of the various forms of political communicaton found in a presidential campaign and the effects of its messages on voters. The 1996 campaign, constructed through the interplay of candidate, media and citizen voices, is presented as a model that can be applied to any political campaign.

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Books by Kaid, Lynda Lee