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Negative Political Advertising: Coming of Age - Routledge Communication Series Karen S. Johnson-Cartee 1º edição
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Negative Political Advertising: Coming of Age - Routledge Communication Series
Karen S. Johnson-Cartee
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 them, the book addresses effectiveness questions such as: What works? When? Why? and How?
328 pages, 1, black & white illustrations
| Mídia | Livros Hardcover Book (Livro com lombada e capa dura) |
| Lançado | 1 de abril de 1991 |
| ISBN13 | 9780805808346 |
| Editoras | Taylor & Francis Inc |
| Páginas | 332 |
| Dimensões | 152 × 229 × 22 mm · 703 g |
| Idioma | Inglês |
