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Negative Political Advertising: Coming of Age (Communication)
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Binding: Hardcover
Dewey Decimal Number: 324.73
EAN: 9780805808346
Edition: 1
ISBN: 0805808345
Label: Lawrence Erlbaum
Manufacturer: Lawrence Erlbaum
Number Of Items: 1
Number Of Pages: 328
Publication Date: April 01, 1991
Publisher: Lawrence Erlbaum
Studio: Lawrence Erlbaum
Editorial Review:
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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