EBOOK Packaging The Presidency:A History and Criticism of Presidential Campaign Advertising -

EBOOK Packaging The Presidency:A History and Criticism of Presidential Campaign Advertising
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Wydawnictwo: Oxford University Press
ISBN: 9780199879861
EAN: C914C58FEB
Format: 0,0 x 0,0 x 0,0
Oprawa: ...
Stron: 608
Data wydania: 1996
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A History and Criticism of Presidential Campaign Advertising
"e;If political advertising did not exist, we would have to invent it,"e; writes        Katherine Hall Jamieson in her widely praised study, Packaging the Presidency. Now        in a new third edition, Jamieson expands her authoritative analysis of political        advertising, looking at the media campaigns of American presidents from the early        days of the republic to the successful 1992 Clinton campaign. Chronicling the        evolution of the campaign ad from political songs and slogans through handbill and        newspaper cartoon to radio and television coverage, an argument emerges that is        subtle but persuasive: though often equivocal, and even downright sleazy, political        advertising is vital in reminding voters of the choices at the heart of        democracy.Much of the book, appropriately, focuses on the powerful media campaigns        of the post-war period. In individual chapters devoted to presidential campaigns        since 1952, the claims of media strategists, campaign memos, and journalists frame        discussions on the impact of candidates from Adlai Stevenson, Richard Nixon, John F.          Kennedy, and Ronald Reagan to the country's more recent high-profile and media savvy        candidates such as Ross Perot and Bill Clinton. This new edition covers such issues        as the new forms of exposition due to increased access created by cable that so        powerfully impacted the 1992 campaign. The wide variety of venues, including MTV and        the Nashville Network, coupled with almost daily appearances on morning talk shows,        afforded candidates the ability to reach audiences by the millions in "e;news-ads"e;        that served as free extended commercials. Jamieson points out the success of Ross        Perot's unconventional revival of the thirty-minute program spot, an important        innovation that reflected both the power of modern-day "e;infomercial"e; and marked a        radical change in political strategist's ideas of the viewing electorates response        to longer forms of candidate sponsored communication. In turn, Jamieson addresses        the increasing prevalence of "e;adwatchs,"e; in which the press policies the fairness        and accuracy of campaign accusations, offering the public a greater opportunity of        assess the claims made in political ads, as well as opponents the enhanced ability        to use news corrections in counter ads. And we see how campaign intrigue reached a        new high with satellite tracking that allowed candidates to capture copies of ads as        they went on the air. "e;We would put ads on the satellite that we weren't going to        run,"e; recalls Clinton campaign manager James Carville, "e;just to freak them out. Fake        spots, so they would have to put some time and money together and respond to it."e; it        went on the air.Just as political advertising is neither as innocent or invidious as        it is frequently described, voters are more independent than cynics (and perhaps        political advertisers) would like to believe. And as we approach the twenty-first        century, with the cloak of television shadowing the country, voters are becoming        increasingly more informed. As this fine study convincingly demonstrates, the        successful "e;packaging"e; of presidents is a complex, and far from automatic,        process.

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