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Television sets the tone for American political advertising through paid advertisements, the nightly news, and even late-night talk shows. This anthology explores the reality of political advertising in the media - the impact of negative ads, what constitutes a good ad, new strategies, ads for specific audiences (different ethnic groups) and campaigns (such as that of Arnold Schwarzenegger in California), advertising for ballot initiatives - and examines the role of the news in political campaigns as well as that of politics as entertainment on late-night television. This book will be useful in classes in media and politics, campaigns and elections, and politics and popular culture.
"Placing political advertising in the broader context of traditional media and pop culture, this wide-ranging and creative set of readings fills a gap in the literature. Its breezy style and current examples will engage students, luring them into its more sophisticated substance." (Steve Frantzich, Professor, Department of Political Science, U.S. Naval Academy)
"David A. Schultz's edited collection of essays is an indispensable resource for scholars interested in campaign advertising. Dr. Schultz has assembled an impressive assortment of scholars, all of whom offer significant and timely observations about campaign advertising in the new millennium. The authors address stalwart topics, including the use of media consultants, the effects of negative advertisements, and the impact of network news election projections. But the book really shines when it addresses novel topics including the rise of Spanish-language campaign advertisements, the increasing importance of late-night talk shows in presidential campaigns, and how American campaign advertising compares to that in Canada. All in all, the book is a fascinating look at the world of campaign advertising, and one that deserves a broad audience." (Anthony J. Nownes, Associate Professor of Political Science, University of Tennessee)
"David A. Schultz's edited collection of essays is an indispensable resource for scholars interested in campaign advertising. Dr. Schultz has assembled an impressive assortment of scholars, all of whom offer significant and timely observations about campaign advertising in the new millennium. The authors address stalwart topics, including the use of media consultants, the effects of negative advertisements, and the impact of network news election projections. But the book really shines when it addresses novel topics including the rise of Spanish-language campaign advertisements, the increasing importance of late-night talk shows in presidential campaigns, and how American campaign advertising compares to that in Canada. All in all, the book is a fascinating look at the world of campaign advertising, and one that deserves a broad audience." (Anthony J. Nownes, Associate Professor of Political Science, University of Tennessee)