The persuasive power of campaign advertising / Travis N. Ridout ; Michael M. Franz.

Author: Ridout, Travis N., 1974-

Imprint:Philadelphia : Temple University Press, 2011.

Descriptionx, 186 p. : ill. ; 21 cm.

Note: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.

Bibliography Note:Includes bibliographical references and index.

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