A Functional Analysis of Political Television Advertisements

A Functional Analysis of Political Television Advertisements

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A Functional Analysis of Political Television Advertisements is a unique investigation into the extremely important medium of campaign advertising. The book analyzes presidential primary and general ads through 2012, ads from third party candidates, ads for governor and congress, and ads from foreign countries. It examines trends in political advertising content over time, contrasts different kinds of spots-primary versus general, incumbents versus challengers-and discusses the development of political ads over time.show more

Product details

  • Hardback | 284 pages
  • 154.94 x 231.14 x 22.86mm | 498.95g
  • Lexington Books
  • Lanham, MD, United States
  • English
  • New.
  • 27 tables, 4 graphs
  • 0739188984
  • 9780739188989

About William L. Benoit

William L. Benoit is professor of communication studies at Ohio University.show more

Review quote

Benoit is a communication scholar of the highest order, a researcher who reveals the importance of studying message. A Functional Analysis of Political Television Advertisements is exhaustive in its analysis of a wide range of spots created for candidates varying in level of government, stage of campaign, and nation. There are few works that parallel Benoit's effort in producing a generalizable set of findings that reflect genuine insights, and it is sure to have a sustained impact on the field. -- Lance Holbert, University of South Carolina Benoit's insights and new perspectives on how political advertising impacts voters is a must read for scholars and professionals in political communication. A Functional Analysis of Political Television Advertisements provides the crucial next step in understanding the dynamics at work in campaigns micro targeted to specific publics. -- Gregory Payne, Emerson Collegeshow more

Table of contents

Table of Contents Preface Part I: Preliminaries 1.Introduction: Political Television Spots 2.Method: The Functional Approach to Political Advertising Part II: Presidential Campaigns 3.In the Beginning: 1952, 1956; The Democrats Ascend: 1960, 1964 4.Nixon's Return: 1968, 1972; After Watergate: 1976, 1980 5.Republicans in Control: 1984, 1988; The End of the Millennium: 1992, 1996 6.George W. Bush in the Oval Office: 2000, 2004; Barack Obama, African American President, 2008, 2012 7.Primary Campaigns: Who Shall Lead Us? 8.Third-Party Candidate Political TV Spots: Another Choice Part III: Other Campaigns 9.Other Theories: Issue Ownership and Functional Federalism in Political TV Spots 10.Non-Presidential and Non-U.S. TV Spots Part IV: Comparisons 11.Trends and Contrasts of Political Television Spots 12.Development of American Political Television Spots 13.Conclusions and Implications Appendix. Functional Theory Codebook Referencesshow more