Negative Political Advertising: Coming of Age
JOHNSON-CARTEE
ISBN: 9781138976870
Vydavatelství: Taylor & Francis
Rok vydání: 2016
Vydání: 1
Vazba: Paperback
Počet stran: 332
Původní cena: 1 288 Kč
Výstavní cena:
1 159 Kč(t.j. po slevě 10%)
(Cena je uvedena včetně 10% DPH)
Katalogová cena: 36.99 GBP
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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?