30-second politics: political advertising in the eighties

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Electoral Systems and Political Participation Media Studies and Communication Media Influence and Politics

Abstract

Introduction: Has Political Advertising Changed Since 1972? Schools of Consulting: The Responsive Chord Revisited Issues in Televised Ads and News Hope, Pride, Reassurance and Trust: Decoding the Cues in Emotional Appeals Negative Advertising and Affect: The Soft and Hard Sell Democrats Reach for the Presidency: 1984 and Yet More Enduring Lessons The Hunt-Helms Senate Race: Finding What Works in a Negative Campaign Theory and House Practice: Ad Campaigns in the Heartland To Make a House Race Competitive: Ads in Southern Political Cultures Conclusion: The New Mass Media Election Bibliography Index

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2005Inoculation Theory of Resistance to Influence at Maturity: Recent Progress In Theory Development and Application and Suggestions for Future Research 2011It's My Campaign I'll Cry if I Want to: How and When Campaigns Use Emotional Appeals 2004The Impact of Political Advertising on Knowledge, Internet Information Seeking, and Candidate Preference 2011The Emotional Citizen: Emotion as a Function of Political Sophistication 2006Capturing Campaign Effects 2002The role of communication in the formation of an issue-based citizenry 1990Thirty Seconds or Thirty Minutes: What Viewers Learn from Spot Advertisements and Candidate Debates 2000The influence of negative advertising frames on political cynicism and politician accountability

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