Erika Franklin Fowler is Professor of Government at Wesleyan University and co-director of the Wesleyan Media Project. Michael Franz is Professor of Government and Legal Studies at Bowdoin College and co-director of the Wesleyan Media Project. Travis N. Ridout is Thomas S. Foley Distinguished Professor of Government and Public Policy and Director of the School of Politics, Philosophy and Public Affairs at Washington State University and is co-director of the Wesleyan Media Project.
Inhaltsangabe
List of Illustrations Preface 1 Introduction Why Study Political Advertising? Four Key Arguments History of Campaign Advertising Tracking Advertising Plan of the Book Discussion Questions Notes 2 The Regulation of Advertising The Rules of Campaign Financing The Impact of the Rules Conclusion Discussion Questions Notes 3 The Volume and Content of Political Advertising on Television Volume of Television Advertising Tone of Television Advertising Issues in Television Advertising Conclusion Discussion Questions Notes 4 The Challenge of Online Advertising What is Digital Advertising? Digital Ad Spending in 2020 What Digital Advertising Looks Like Understanding the Online Ad Landscape The Bad and Good of Online Advertising Conclusion Discussion Questions Notes 5 How Ads Are Created and Tested The Elements of a Political Ad Making the Ad Conclusion Discussion Questions Notes 6 Buying and Targeting Political Advertising on Television Buying Decisions Outlets for Political Advertising Targeting Political Advertising The Changing Media Landscape and Its Effect on Voters Examining Ad Targeting Through Ad Airings and Media Consumption Data Conclusion Discussion Questions Notes 7 Studying the Persuasive Effects of Advertising The History of Media Influence Research and Current Challenges What We Know About Advertising's Ability to Persuade How Do We Know What We Know? The Importance of Research Design Conclusion Discussion Questions Notes 8 Beyond Persuasion: Mobilization and Other Effects of Advertising Does Advertising Influence Our Political Participation? What Do We Learn from Advertising? Do We Accurately Perceive Advertising and Campaign Tone? Does Advertising Affect Our Trust in the Political System? Does Advertising Affect Our Health as a Society or Reflect a Just and Equal Society? The Darker Side of Campaign Appeals Conclusion Discussion Questions Notes 9 The Future of Political Advertising and Its Role in Our Society Technological Change Changes in Regulation Broader Impacts of Political Advertising Conclusion Discussion Questions Notes Glossary Index
List of Illustrations Preface 1 Introduction Why Study Political Advertising? Four Key Arguments History of Campaign Advertising Tracking Advertising Plan of the Book Discussion Questions Notes 2 The Regulation of Advertising The Rules of Campaign Financing The Impact of the Rules Conclusion Discussion Questions Notes 3 The Volume and Content of Political Advertising on Television Volume of Television Advertising Tone of Television Advertising Issues in Television Advertising Conclusion Discussion Questions Notes 4 The Challenge of Online Advertising What is Digital Advertising? Digital Ad Spending in 2020 What Digital Advertising Looks Like Understanding the Online Ad Landscape The Bad and Good of Online Advertising Conclusion Discussion Questions Notes 5 How Ads Are Created and Tested The Elements of a Political Ad Making the Ad Conclusion Discussion Questions Notes 6 Buying and Targeting Political Advertising on Television Buying Decisions Outlets for Political Advertising Targeting Political Advertising The Changing Media Landscape and Its Effect on Voters Examining Ad Targeting Through Ad Airings and Media Consumption Data Conclusion Discussion Questions Notes 7 Studying the Persuasive Effects of Advertising The History of Media Influence Research and Current Challenges What We Know About Advertising's Ability to Persuade How Do We Know What We Know? The Importance of Research Design Conclusion Discussion Questions Notes 8 Beyond Persuasion: Mobilization and Other Effects of Advertising Does Advertising Influence Our Political Participation? What Do We Learn from Advertising? Do We Accurately Perceive Advertising and Campaign Tone? Does Advertising Affect Our Trust in the Political System? Does Advertising Affect Our Health as a Society or Reflect a Just and Equal Society? The Darker Side of Campaign Appeals Conclusion Discussion Questions Notes 9 The Future of Political Advertising and Its Role in Our Society Technological Change Changes in Regulation Broader Impacts of Political Advertising Conclusion Discussion Questions Notes Glossary Index
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