The persuasive power of campaign adv...
Franz, Michael M., (1976-)

 

  • The persuasive power of campaign advertising[electronic resource] /
  • 紀錄類型: 書目-語言資料,印刷品 : Monograph/item
    杜威分類號: 324.7/30973
    書名/作者: The persuasive power of campaign advertising/ Travis N. Ridout ; Michael M. Franz.
    作者: Ridout, Travis N.,
    其他作者: Franz, Michael M.,
    出版者: Philadelphia : : Temple University Press,, 2011.
    面頁冊數: 1 online resource (x, 186 p.) : : ill.
    標題: Advertising, Political - United States.
    標題: Political campaigns - United States.
    ISBN: 9781439903346 (electronic bk.)
    ISBN: 9781439903322 (hbk.)
    ISBN: 9781439903339 (pbk.)
    書目註: Includes bibliographical references and index.
    內容註: The role of campaign advertising -- The problem of persuasion -- A brief primer on data and research design -- How race context matters -- How ad negativity and emotional appeals matter -- How receiver characteristics matter -- How ad coverage in news matters -- The future study of ad effects.
    電子資源: Full text available:
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