Negative Political Advertising: Coming of Age

1st Edition

Karen S. Johnson-Cartee, Gary Copeland

Routledge
Published August 26, 2016
Reference - 332 Pages
ISBN 9781138976870 - CAT# Y208866
Series: Routledge Communication Series

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Summary

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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