Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2012 (6th Revised edition)
By: Darrell M. West (author)Paperback
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Tracing the evolution of political advertising from 1952 through the 2012 elections, Darrell M. West returns with his much anticipated sixth edition of Air Wars. Integrating the latest data and key events from the 2012 campaigns, West provides in-depth examination and insight into how candidates plan and execute advertising campaigns, how the media covers these campaigns, and how American voters are ultimately influenced by them. Taking into account technological advances, West now includes discussion of how campaigns are utilizing social media tools to reach audiences and to what effect. The sixth edition offers significant updates, including: - The face-off between Obama and Romney in the general election; - Case studies of ads during presidential and Congressional campaigns; - The ever increasing use and impact of social media; - Ad stills from the 2012 campaign; and - Concrete examples of which ads worked and which ads did not. FEATURES & BENEFITS: - A History in Pictures features an array of ad stills starting from Lyndon Johnson's shocking "Daisy" ad in 1964 to ads the Obama and Romney campaigns hurl at each other in 2012.
- An Appendix of Memorable Ads, 1984-2012, lets students read through and analyze narrated comments. - An overview chapter outlines advertising principles as well as how ads are put together and financed. - Conclusion sections at the end of chapters summarize key takeaway points.
Darrell M. West is the Vice President of Governance Studies and Director of the Center for Technology Innovation at the Brookings Institution in Washington, D.C. He is the author of 18 books, including Digital Schools: How Technology Can Transform Education, Digital Government: Technology and Public Sector Innovation and Digital Medicine: Health Care in the Internet Era.
Preface Television Advertising in Election Campaigns: A History in Pictures 1. Overview of Ads 2. Buying Air Time 3. Ad Messages 4. Media Coverage of Ads 5. Learning About the Candidates 6. Setting the Agenda 7. Priming and Defusing 8. Playing the Blame Game 9. Ads in Congressional Elections 10. Advertising and Democratic Elections Appendix: Memorable Ads, 1984-2012
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- ID: 9781452239910
6th Revised edition
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