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The persuasive power of campaign adv...
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Franz, Michael M., (1976-)
The persuasive power of campaign advertising
紀錄類型:
書目-電子資源 : 單行本
正題名/作者:
The persuasive power of campaign advertising/ Travis 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, Political - United 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:
215912
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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