On Message

On Message : Television Advertising by the Presidential Candidates in Election 2008

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This book explores how the twelve leading presidential candidates of Election 2008, six in each party, used the major Themes of televised political advertising-images, issues, and attacks-to create campaign narratives justifying their election. Each candidate introduced numerous ads over many months, presenting him- or herself as a qualified leader and advocate of specific public policies, or trying to raise doubts about the images and issues advanced by rivals.show more

Product details

  • Hardback | 278 pages
  • 152.4 x 228.6 x 22.86mm | 566.99g
  • Lexington Books
  • Lanham, MD, United States
  • English
  • 0739147900
  • 9780739147900

About E. D. Dover

E. D. Dover is professor of political science, public policy and administration at Western Oregon University.show more

Review quote

With the record sums being spent on presidential campaign advertisements, we really need to be 'On Message.' Fortunately, E. D. Dover's excellent new study gives us the means to follow the flurry of campaign commercials from the 2008 nomination and general election campaigns. From the earliest ads in the smallest caucus markets to the national ads of early November, On Message gives us a thorough report and a thoughtful analysis of how two crowded fields of presidential candidates introduced themselves and sold themselves to voters throughout that pivotal election year. -- Stephen J. Farnsworth A highly informative and well written account of television advertising in the 2008 presidential campaign. The book is a must for all interested in presidential campaign communication. -- Judith Trent, University of Cincinnatishow more

Table of contents

Part 1 Part 1: Introduction Chapter 2 Chapter 1: Introduction and General Overview Chapter 3 Chapter 2: Overview of the Election Campaigns Part 4 Part 2: The Nomination Campaigns Chapter 5 Chapter 3: Democrats: The Early Votes Chapter 6 Chapter 4: Democrats: Obama Versus Clinton Chapter 7 Chapter 5: The Republican Nomination Campaign Part 8 Part 3: The General Election Chapter 9 Chapter 6: The Obama Campaign Chapter 10 Chapter 7: The McCain Campaign Part 11 Part 4: Observations Chapter 12 Chapter 8: Discussion and Conclusions 13 References 14 Index 15 About the Authorshow more