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Air Wars : Television Advertising and Social Media in Election Campaigns, 1952-2016 by Darrell M. West (2017, Trade Paperback)
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About this product
Product Identifiers
PublisherCQ Press
ISBN-101506329837
ISBN-139781506329833
eBay Product ID (ePID)237428360
Product Key Features
Number of Pages192 Pages
LanguageEnglish
Publication NameAir Wars : Television Advertising and Social Media in Election Campaigns, 1952-2016
Publication Year2017
SubjectPolitical Process / Media & Internet, Political Process / Campaigns & Elections, American Government / General
FeaturesRevised
TypeTextbook
Subject AreaPolitical Science
AuthorDarrell M. West
FormatTrade Paperback
Dimensions
Item Height0.4 in
Item Weight9 Oz
Item Length9 in
Item Width6 in
Additional Product Features
Edition Number7
Intended AudienceCollege Audience
LCCN2016-059501
ReviewsAir Wars has always helped my students develop a better understanding of the traditional political communication theories. West does a great job with the coverage of traditional advertising methods and historical ads., "Air Wars has always helped my students develop a better understanding of the traditional political communication theories. West does a great job with the coverage of traditional advertising methods and historical ads." -- Heather Evans "Air Wars is a remarkably valuable text for those who are interested in learning about paid media advertising in American election campaigns. West does an admirable job of devoting attention to all aspects of the advertising process: the behind the scenes strategic considerations of the producers, the coverage by the news media, as well as their effects on the audience. Air Wars has become a permanent part of my Media and Politics course because of its thorough examination of the role played by paid media in modern campaigns." -- Robert Dion "Air Wars is an engaging and well-written book on campaigns and campaign effects. It provides a comprehensive examination of television advertising in election campaigns. In particular, West supports his discussion of agenda-setting and priming, which is among the clearest I have read, with relevant examples from both historical and recent campaigns." -- Matthew Eshbaugh-Soha, Air Wars is a remarkably valuable text for those who are interested in learning about paid media advertising in American election campaigns. West does an admirable job of devoting attention to all aspects of the advertising process: the behind the scenes strategic considerations of the producers, the coverage by the news media, as well as their effects on the audience. Air Warshas become a permanent part of my Media and Politics course because of its thorough examination of the role played by paid media in modern campaigns., Air Warsis an engaging and well-written book on campaigns and campaign effects. It provides a comprehensive examination of television advertising in election campaigns. In particular, West supports his discussion of agenda-setting and priming, which is among the clearest I have read, with relevant examples from both historical and recent campaigns.
Dewey Edition23
IllustratedYes
Dewey Decimal324.73097309045
Table Of ContentTablesPrefacePictorial History1. The History of Communications From Newspapers and Television to the Internet and Social Media Broadcasting Strategies Narrowcasting Microcasting Nanocasting Conclusion2. Effective Ads and Social Media Promotion Principles of Advertising Production Techniques The Role of Money and Super PACs Effective Tweeting Third-Party Validation Conclusion3. Buying Air Time and Using Social Media The Strategies of Ad Buying The Study of Ad Buys Ad Frequency and Diversification Vapor Ads Social Media Outreach Targeting Strategies Conclusion4. Messages Substantive Content Prominent Ads The Paucity of Policy Appeals Shifts Over Time The Rise of Internet Sites The Rise of Negative Advertising The Objects of Negativity Conclusion5. Media Coverage The Increasing Coverage of Ads Horse-Race Coverage of Ads "Daisy," "Daisy II," and the "Revolving Door" Swift Boat Veterans Ads 2008 Ads 2012 Ads 2016 Ads Conclusion6. Learning About the Candidates Citizens' Knowledge and Evaluations of Candidates The Impact of the Campaign Ads and the Vote Conclusion7. Setting the Agenda The Media's Role in Agenda Setting Policy and Campaign Components of the Agenda The Influence of Individual Ads A Fixed Agenda A Fluid Agenda It's Still the Economy, Stupid! Shifting the Focus A Chaotic World Conclusion8. Playing the Blame Game Blame Dukakis Blame Bush Blame Terrorists Blame Bush and McCain Blame Romney Blame the Establishment Conclusion9. Communications in Congressional Elections Features of Congressional Campaigns Historical Congressional Ads Clinton Versus Giuliani and Lazio in 2000 2008 Senate Campaigns 2012 House and Senate Campaigns 2016 House and Senate Campaigns Conclusion10. Communications and Democratic Elections Democratic Expectations The Risk of Manipulation The Importance of Fact-Checking Lessons of Campaign Communications Slicing and Dicing the Electorate What Can Be Done ConclusionAppendix: Memorable Ads, 1984-2016NotesIndexAbout the Author
Edition DescriptionRevised edition
SynopsisTracing the evolution of political advertising from 1952 through 2016, Darrell M. West returns with his much anticipated Seventh Edition of Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2016. Integrating the latest data and key events from the 2016 campaigns-including the most provocative presidential campaign in recent decades and the surprising victory of Donald Trump-West provides in-depth examination and insight into how candidates plan and execute advertising and social media campaigns, how the media covers these campaigns, and how American voters are ultimately influenced by them. This new edition includes coverage of social media campaigning, nano-targeting strategies in a fragmented electorate, and thorough analysis of the 2016 presidential campaign, from the candidates' use of Twitter to concerns over falsehoods and deception, the impact of ads and debates on candidate perceptions, and the risks to democratic elections from new campaign developments., Tracing the evolution of political advertising from 1952 through 2016, Darrell M. West returns with his much anticipated Seventh Edition of Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2016. Integrating the latest data and key events from the 2016 campaigns--including the most provocative presidential campaign in recent decades and the surprising victory of Donald Trump--West provides in-depth examination and insight into how candidates plan and execute advertising and social media campaigns, how the media covers these campaigns, and how American voters are ultimately influenced by them. This new edition includes coverage of social media campaigning, nano-targeting strategies in a fragmented electorate, and thorough analysis of the 2016 presidential campaign, from the candidates' use of Twitter to concerns over falsehoods and deception, the impact of ads and debates on candidate perceptions, and the risks to democratic elections from new campaign developments., Provides in-depth examination and insight into how candidates plan and execute advertising campaigns, how the media covers these campaigns, and how American voters are ultimately influenced by them.
LC Classification NumberJF2112.A4W47 2018
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