The Persuasive Power of Campaign Advertising offers a comprehensive overview of political advertisements and their changing role in the Internet age. Travis Ridout and Michael Franz examine how these ads function in various kinds of campaigns and how voters are influenced by them. The authors particularly study where ads are placed, asserting that television advertising will still be relevant despite the growth of advertising on the Internet.
The authors also explore the recent phenomenon of outrageous ads that "go viral" on the web - which often leads to their replaying as television news stories, generating additional attention. The Persuasive Power of Campaign Advertising features the first analysis of the impact on voters of media coverage of political advertising and shows that televised political advertising continues to have widespread influence on the choices that voters make at the ballot box.
"For anyone interested in the role of ads in campaigns, this is a very valuable book. Summing Up: Recommended." (Choice)
"The Persuasive Power of Campaign Advertising makes a strong case that political advertising is related to vote choice and candidate favorability. Even more, the book demonstrates that campaign context, advertising content, and receiver characteristics play a role in explaining when political advertising works." (Perspectives on Politics)
"This timely and well-written book is a fine example of social science that is highly relevant and readily applicable to practical politics.... A must-read for those involved in professional politics, especially political media and advertising specialists." (Campaigns & Elections)
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