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Negative Political Advertising
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Negative Political Advertising

Coming of Age
Livre (broché)env. 55.50 CHF
livrable dans env. 10-20 jours

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?

août 2016, env. 332 pages, Routledge Communication Series, Anglais
Taylor and Francis
978-1-138-97687-0

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