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The persuasive power of campaign adv...

Franz, Michael M., (1976-)

The persuasive power of campaign advertising

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The persuasive power of campaign advertisingTravis N. Ridout ; Michael M. Franz.
作者:	Ridout, Travis N.,
其他作者:	Franz, Michael M.,
出版者:	Philadelphia :Temple University Press,2011.
面頁冊數:	1 online resource (x, 186 p.) :ill.
標題:	Advertising, PoliticalUnited States.
電子資源:	Full text available:
ISBN:	9781439903346 (electronic bk.)

The persuasive power of campaign advertising
Ridout, Travis N.,1974-

The persuasive power of campaign advertising[electronic resource] /Travis N. Ridout ; Michael M. Franz. - Philadelphia :Temple University Press,2011. - 1 online resource (x, 186 p.) :ill.

Includes bibliographical references and index.

The role of campaign advertising -- The problem of persuasion -- A brief primer on data and research design -- How race context matters -- How ad negativity and emotional appeals matter -- How receiver characteristics matter -- How ad coverage in news matters -- The future study of ad effects.

ISBN: 9781439903346 (electronic bk.)Subjects--Topical Terms:

221006
Advertising, Political
--United States.

LC Class. No.: JK2281 / .R54 2011

Dewey Class. No.: 324.7/30973

The persuasive power of campaign advertising
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