Videostyle In Presidential Campaigns » (New Edition)

LYNDA LEE KAID is Professor of Communication and George Lynn Cross Research Professor at the University of Oklahoma where she also serves as the Director of the Political Communication Center and supervises the Political Commercial Archive.

ANNE JOHNSTON is an Associate Professor in the School of Journalism and Mass Communication at the University of North Carolina, Chapel Hill.

Examines the use of televised political advertising in American presidential elections from 1952 onward.

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Reports on the results of a systematic analysis of political commercials used in general election campaigns from 1952 through the 1996 presidential contest. Establishes video styles for incumbents and challengers and demonstrates that candidate party and electoral position can have strong influences in style and content of political advertising. Of interest to those involved with political and mass communication, and presidential elections. Kaid teaches communication at the University of Oklahoma. Johnston teaches journalism and mass communication at the University of North Carolina-Chapel Hill. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Preface

Presidential Campaign Advertising on Television

Political Advertising Content and Effects

Vidoestyle: Concept, Theory, and Method

Advertising Content and Styles Across the Years

Videostyle and Political Candidate Positioning

Negative and Positive Videostyle

Videostyle and Ethics in Political Advertising

The Mediation of Videostyle: How Television and Newspapers Cover Political Candidate Advertising

Videostyle in International Perspective

Recurring Elements of Videostyle and the Future of Presidential Candidate Presentation

References

Appendix: Videostyle Codesheet