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Political Advertising in the United States

Book Description

Political advertising is as important as ever—ad spending records are broken each election cycle, and the volume of ads aired continues to increase. Political Advertising in the United States is a comprehensive survey of the political advertising landscape today. The authors analyze the major trends in advertising in both presidential and congressional elections and the effect political ads have on voters—from the impact of today’s regulatory environment on the sponsorship and content of political advertising, to how data analysis has allowed for more sophisticated targeting and how the rise of the Internet and social media has changed the distribution of ads. The authors, co-directors of the Wesleyan Media Project, draw from the most up-to-date data on political advertising to illustrate and support their arguments. Written in an accessible and easy to understand manner, this is a book that will appeal to students, scholars and political practitioners.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Contents
  5. List of Illustrations
  6. Preface
  7. Chapter 1: Introduction
    1. Why Study Political Advertising?
    2. Four Key Arguments
    3. History of Campaign Advertising
    4. Tracking Television Advertising
    5. Plan of the Book
    6. Discussion Questions
    7. Notes
  8. Chapter 2: The Regulation of Advertising
    1. The Rules of Campaign Financing
    2. The Impact of the Rules
    3. Conclusion
    4. Discussion Questions
    5. Notes
  9. Chapter 3: The Volume and Content of Political Advertising
    1. Volume of Television Advertising
    2. Tone of Television Advertising
    3. Issues in Television Advertising
    4. Conclusion
    5. Notes
    6. Discussion Questions
  10. Chapter 4: How Ads Are Created and Tested
    1. The Elements of a Political Ad
    2. Making the Ad
    3. The Internet, Social Media, and Advertising
    4. Conclusion
    5. Discussion Questions
    6. Notes
  11. Chapter 5: Buying and Targeting Political Advertising on Television
    1. Buying Decisions
    2. Advertising on Different Television Networks
    3. Targeting Political Advertising
    4. The Changing Media Landscape and Its Effect on Voters
    5. Examining Ad Targeting Through Ad Airings and Media Consumption Data
    6. Conclusion
    7. Discussion Questions
    8. Notes
  12. Chapter 6: The Internet, Social Media, and Advertising
    1. Paid Online Media
    2. Earned Online Media
    3. How Are Social Media Platforms Changing Campaigns?
    4. Conclusion
    5. Discussion Questions
    6. Notes
  13. Chapter 7: Influence and Persuasion: Studying the Intended Effects of Advertising
    1. The History of Media Influence Research and Current Challenges
    2. What We Know About Advertising’s Ability to Persuade
    3. How Do We Know What We Know? The Importance of Research Design
    4. Conclusion
    5. Discussion Questions
    6. Notes
  14. Chapter 8: The Unintended Effects of Advertising
    1. What Do We Learn from Advertising?
    2. Do We Accurately Perceive Advertising and Campaign Tone?
    3. Does Advertising Affect Our Trust in the Political System?
    4. Does Advertising Influence Our Political Participation?
    5. Conclusion
    6. Discussion Questions
    7. Notes
  15. Chapter 9: The Future of Political Advertising and Its Role in Our Society
    1. Technological Change
    2. Changes in Regulation
    3. Broader Impacts of Political Advertising
    4. Conclusion
    5. Discussion Questions
    6. Notes
  16. Glossary
  17. Index