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Negative Political Advertising: Coming of Age by Karen S. Johnson-Cartee

Negative Political Advertising: Coming of Age

by Karen S. Johnson-Cartee
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Book cover type: Paperback
  • ISBN13: 9781138976870
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Taylor & Francis
  • Publisher Imprint: Routledge
  • Publication Date:
  • Pages: 332
  • Original Price: GBP 33.99
  • Language: English
  • Edition: N/A
  • Item Weight: 476 grams
  • BISAC Subject(s): Political Process / General, Consumer Behavior, and Media Studies

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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