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Seeing Spots: A Functional Analysis of Presidential Television Advertisements, 1952-1996 » (New Edition)

Book cover image of Seeing Spots: A Functional Analysis of Presidential Television Advertisements, 1952-1996 by William L. Benoit

Authors: William L. Benoit
ISBN-13: 9780275966454, ISBN-10: 0275966453
Format: Hardcover
Publisher: Greenwood Publishing Group, Incorporated
Date Published: July 1999
Edition: New Edition

Author Biography: William L. Benoit

WILLIAM L. BENOIT is Professor of Communication at the University of Missouri.

Book Synopsis

Analyzes presidential television spots from 1952 through 1996.

Booknews

Benoit (communications, U. of Missouri) investigates the use of acclaiming, attacking, and defending in presidential television spots during the whole course of its history. He includes primary elections and some third-party campaigns. After introductions to both the subject and method of study, he analyzes the elections chronologically two-by-two. He concludes with comparisons and contrasts. Annotation c. Book News, Inc., Portland, OR (booknews.com)

	Series Foreword
	Preface
I	Preliminaries	1
1	Introduction: Presidential Television Spots	3
2	The Functional Approach to Political Advertising	15
II	General Campaigns	23
3	In the Beginning: 1952, 1956	25
4	The Democrats Ascend: 1960, 1964	35
5	Nixon's Return: 1968, 1972	53
6	After Watergate: 1976, 1980	69
7	Republicans in Control: 1984, 1988	85
8	The End of the Millennium: 1992, 1996	103
III	Other Campaigns	123
9	Primary Campaigns: Who Shall Lead Us?	125
10	Third-Party Candidates: Another Choice	147
IV	Comparisons	157
11	Contrasts	159
12	Conclusions	203
	App.: The Sample	211
	References	221
	Name Index	231
	Subject Index	235