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Videostyle in Presidential Campaigns Style and Content of Televised Political Advertising
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Lynda Lee Kaid, Anne Johnston
Book Code: C4071
ISBN: 0-275-94071-3
ISBN-13: 978-0-275-94071-3
240 pages, figures, tables, appendices
Praeger Publishers
Publication: 10/30/2000
List Price: $125.00 (UK Sterling Price: £70.00)
Availability: In Stock
Media Type: Hardcover
Also Available: Ebook
Trim Size: 6 1/8 x 9 1/4
Subjects: Reviews:
  • Recommended for general readers, upper-division undergraduates, graduate students, and professionals.
    —Choice     November 2001
  • ...Kaid and Johnston focus on the personal style candidates develop through television advertising. They claim a candidates's style is revealed initially through a general communication style, a pattern of behavior that is apparent, consistent, and recurring. The writers of the well-researched, easy to read book present extensive data to support their conclusions about one of the more significant aspects of contemporary American political life.
    —Great Plains Quarterly     Winter 2002
Description: Since 1952, when Eisenhower's media consultants decided they could "warm up" the General's personality and overcome selective exposure by using short spots on television, advertising has played a major role in American presidential campaigns. By the late 1990s, candidates and their political parties spend hundreds of millions on TV ads. Political spots have become the dominant form of communication between voters and candidates. Kaid and Johnston report the results of a systematic and thorough analysis of virtually all of the political commercials used in general election campaigns from 1952 through the 1996 presidential contest. Important to scholars, students, and other researchers involved with political communications, mass communications, and presidential elections.
Table of Contents:
  • Preface
  • Presidential Campaign Advertising on Television
  • Political Advertising Content and Effects
  • Vidoestyle: Concept, Theory, and Method
  • Advertising Content and Styles Across the Years
  • Videostyle and Political Candidate Positioning
  • Negative and Positive Videostyle
  • Videostyle and Ethics in Political Advertising
  • The Mediation of Videostyle: How Television and Newspapers Cover Political Candidate Advertising
  • Videostyle in International Perspective
  • Recurring Elements of Videostyle and the Future of Presidential Candidate Presentation
  • References
  • Appendix: Videostyle Codesheet
LC Card Number: 00-023311
LCC Class: JK2281
Dewey Class: 324
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