| Description |
1 online resource (611 pages) |
| Series |
Routledge Communication Series |
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Routledge communication series.
|
| Contents |
Cover; Half Title; Title Page; Copyright Page; Dedication; Table of Contents; Preface; Part I: Introduction; Chapter 1. Negative Political Advertising: History, Research, and Analysis; The American Tradition: Negative Political Campaigning; The Early Years; Negative Political Advertising: Research and Analysis; The Pre-1980 Word on Negative Political Advertising; The Post-1980 Word on Negative Political Advertising; Academicians; Operationalization; Possible Damaging Results; Voters' Negative Political Advertising Evaluations; Impact of Sponsorship; Political Consultants |
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Negative Information LiteratureResolving the Conflict Between Cognitive Psychology, Political Consultants, and Political Advertising Research; Operationalization; A Glitch Between the Academic Research/Professional Application of Negative Political Advertising; Comparative Product Advertising; Operationalization; A Cost-Benefit Analysis of Comparative Product Advertising; Comparative Product Advertising Guidelines and Recommendations for Application to Negative Political Advertising; Effectiveness of Comparative Product Advertising Versus Negative Political Advertising |
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The Functions of Negative Political AdvertisingThe Role of Negative Political Advertising in the Political Campaign; The Evolution of Negative Political Advertising Strategies; The Classic Game Plan; The Campaign Battle Strategy; Negative Campaigns; Profiling the Political Campaign in Terms of Negativity; Negative Ads: An American Political Institution; In Conclusion; Part II: Analysis of Negative Political Advertising; Chapter 2. Substance: The What in Negative Political Advertising; An Alternative Operationalization of Negative Political Advertising: Three Modes of Argumentation |
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ArgumentationThe Use of Inductive and Deductive Logic; The Political Ad Hominem Argument; Three Negative Argumentation Modes: The Direct Attack Ad, the Direct Comparison Ad, and the Implied Comparison Ad; The Direct Attack; The Direct Comparison Ad; The Implied Comparison; Situational Analysis and the Selection of Negative Argumentation Modes; Electoral Setting; High/Low-Involvement Elections; Low/High-Visibility Races; Cultural Variations; Candidate Status; Political Party Status; Party-Related Negative Ad Strategies; Candidate Style; Style-Related Negative Ad Strategies |
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Target Group-Related Negative Ad StrategiesNegative Ad Repetition Acceptance Factors; In Summary; Manifest and Latent Symbology; Political Symbols; Resonance Strategy; Temporal Directionality; Prospective Attacks; Retrospective Attacks; In Summary; In Conclusion; Chapter 3. Negative Political Advertising Thematic Designs; Thematic Designs; Being Your Own Worst Enemy; The People Against You; Transfer Ads; Us Against Them; The Cowboys Versus the Yankees; Us Against Foreigners; Class Warfare; The Anti-Washington Mentality; Disparagement Humor; Humor |
| Summary |
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 |
| Notes |
Disparagement Humor in Negative Political Advertising |
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Print version record |
| Form |
Electronic book
|
| Author |
Copeland, Gary
|
| ISBN |
9781135439187 |
|
1135439184 |
|
