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Television and Political Advertising

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ads
Assimilation Contrast Effects
attack
Attack Commercials
Attitude Strength
Bush Prime
campaign message processing
candidate
Category=JBCT
Category=JM
Category=JP
cognitive psychology in elections
commercials
eq_bestseller
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
evaluation
experimental political science
framing
Issue Processors
media effects studies
Michael Dukakis
Model Alternative Paths
negative
Negative Ads
Negative Political Advertising
Objectively Verifiable
Pe Rc
Political Advertisements
Political Commercials
political communication research
positive
Positive Ads
psychological mechanisms in political ads
Reaction Time Secondary Task
schema
Schematic Framing
Semantic Activation
Semantic Disclosure
Semantic Framing
Spreading Activation Model
Subjectively Verifiable
Support Arguments
Te Ch
visual
Visual Encoding
Vote Likelihood
voter cognition

Product details

  • ISBN 9780805806557
  • Weight: 860g
  • Dimensions: 152 x 229mm
  • Publication Date: 01 Oct 1991
  • Publisher: Taylor & Francis Inc
  • Publication City/Country: US
  • Product Form: Hardback
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Description

This volume represents one of the first major scholarly effort to unravel the psychological and symbolic processing of political advertising. Utilizing survey, experimental, qualitative, and semiotic methodologies to study this phenomenon, the contributors to Television and Political Advertising trace how political ads help to interpret the psychological reality of the presidential campaign in the minds of millions of voters. A product of the National Political Advertising Research Project, this interdisciplinary effort is valuable to researchers in advertising, communication, and consumer psychology since it helps define future work on the relationship between television, politics, and the mind of the voter.

This volume, Television and Political Advertising: Psychological Processes, is the first of two, and covers such topics as Models and Theories for Viewing Political Television; Psychological Processing of Issues, Images, and Form; Differential Processing of Positive and Negative Advertising; and The Psychological Contexts of Processing.