000			00405nam a2200133Ia 4500
999			_c186681 _d186681
020			_a9781452239910
040			_cCUS
082			_a324.73097306045 _bWES/A
100			_aWest, Darrell M.
245		0	_aAir wars: television advertising and social media in election campaigns 1952-2012/ _cDarrel M. West.
260			_aLos Angeles: _bSage, _c2015.
300			_axviii, 205 p. : _bill. ; _c23 cm.
505			_a1. The history of advertising From newspapers to television and social media Broadcasting strategies Narrowcasting Microcasting Nanocasting 2. Qualities of effective ads Principles of advertising Production techniques The role of money Advertising and strategic politicians Advertising and the news media Changes in public opinion 3. Buying air time Strategies of ad buying The study of ad buys Ad frequency and diversification Outreach through social media Strategic interactions Power of early advertising 4. Ad messages Ad content Prominent ads Paucity of policy appeals Shifts over time Impact of campaign stage Internet sites and ads Rise of negative advertising Objects of negativity 5. Media coverage of ads Increasing coverage of ads Horse-race coverage of ads Shifts in ad coverage over time "Daisy," "Daisy II," and the "Revolving Door" Swift boat veterans and MoveOn.org ads Media coverage of 2008 ads Media coverage of 2012 ads 6. Learning about the candidates Advertising and the electoral context Citizens' knowledge and evaluations of candidates Impact of the campaign Ads and the vote 7. Setting the agenda Media's role in agenda setting Policy and campaign components of the agenda Ads and agenda setting Influence of individual ads Strategic dimension of agenda control Fixed agenda Fluid agenda Varied agenda Bifurcated agenda : terrorism versus the economy It's still the economy, stupid! Shifting the focus 8. Playing the blame game Blame Dukakis Blame Bush Blame Forbes Blame Dole Blame Gingrich Don't blame me Blame terrorists Blame Bush and McCain Blame Bain 9. Ads in Congressional elections Features of Congressional campaigns Historical Congressional ads The 2000 fight for a Democratic House The fight for the 2000 Senate Clinton versus Giuliani and Lazio in 2000 2004 Senate campaigns 2006 House and Senate campaigns 2008 Senate campaigns 2012 House and Senate campaigns 10. Advertising and democratic elections Democratic expectations Risk of manipulation Importance of fact-checking Lessons of campaign communications Slicing and dicing the electorate What can be done
650			_aPolitical campaigns
650			_aTelevision in politics
650			_aUnited States
650			_aAdvertising, Political
942			_cWB16