Television and Political Advertising

Volume I: Psychological Processes
Herausgeber: Biocca, Frank

• Gebundenes Buch

Produktbeschreibung

These two volumes represent the first major scholarly effort to unravel the psychological and symbolic processing of political advertising. Utilizing survey, experimental, qualitative, and semiotic methodologies to study this phenomenon, the contributors to "Television and Political Advertising" trace how political ads help to interpret the psychological reality of the presidential campaign in the minds of millions of voters. A product of the National Political Advertising Research Project, this interdisciplinary effort is valuable to researchers in advertising, communication, and consumer psychology since it helps define future work on the relationship between television, politics, and the mind of the voter.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 378
• Erscheinungstermin: 1. Oktober 1991
• Englisch
• Abmessung: 239mm x 152mm x 30mm
• Gewicht: 771g
• ISBN-13: 9780805806557
• ISBN-10: 0805806555
• Artikelnr.: 21353154

Autorenporträt

Frank Biocca

Inhaltsangabe

Part I:Viewing Political Television: Models and Theories. J. Boiney
D.L. Paletz
In Search of the Model Model: Political Science Versus Political Advertising Perspectives on Voter Decision Making. F. Biocca
Viewers' Mental Models of Political Messages: Toward a Theory of the Semantic Processing of Television. F. Biocca
Models of a Successful and an Unsuccessful Ad: An Exploratory Analysis. Part II:Psychological Processing of Issues
Images
and Form. S.F. Geiger
B. Reeves
The Effects of Visual Structure and Content Emphasis on the Evaluation and Memory for Political Candidates. E. Thorson
W.G. Christ
C. Caywood
Selling Candidates Like Tubes of Toothpaste: Is the Comparison Apt? H.M. Kepplinger
The Impact of Presentation Techniques: Theoretical Aspects and Empirical Findings. Part III:Differential Processing of Positive and Negative Advertising. J.E. Newhagen
B. Reeves
Emotion and Memory Responses for Negative Political Advertising: A Study of Television Commercials Used in the 1988 Presidential Election. A. Lang
Emotion
Formal Features
and Memory for Televised Political Advertisements. M. Basil
C. Schooler
B. Reeves
Positive and Negative Political Advertising: Effectiveness of Ads and Perceptions of Candidates. Part IV:The Psychological Contexts of Processing. J. Schleuder
M. McCombs
W. Wanta
Inside the Agenda-Setting Process: How Political Advertising and TV News Prime Viewers to Think About Issues and Candidates. G.M. Garramone
M.E. Steele
B. Pinkleton
The Role of Cognitive Schemata in Determining Candidate Characteristic Effects. L.F. Alwitt
J. Deighton
J. Grimm
Reactions to Political Advertising Depend on the Nature of the Voter-Candidate Bond.