Videostyle In Presidential Campaigns

Since 1952, when Eisenhower's media consultants decided they could warm up the General's personality and overcome selective exposure by using short spots on television, advertising has played a major role in American presidential campaigns. By the late 1990s, candidates and their political parties spend hundreds of millions on TV ads. Political spots have become the dominant form of communication between voters and candidates.

Kaid and Johnston report the results of a systematic and thorough analysis of virtually all of the political commercials used in general election campaigns from 1952 through the 1996 presidential contest. Important to scholars, students, and other researchers involved with political communications, mass communications, and presidential elections.

Examines the use of televised political advertising in American presidential elections from 1952 onward.

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Reports on the results of a systematic analysis of political commercials used in general election campaigns from 1952 through the 1996 presidential contest. Establishes video styles for incumbents and challengers and demonstrates that candidate party and electoral position can have strong influences in style and content of political advertising. Of interest to those involved with political and mass communication, and presidential elections. Kaid teaches communication at the University of Oklahoma. Johnston teaches journalism and mass communication at the University of North Carolina-Chapel Hill. Annotation c. Book News, Inc., Portland, OR (booknews.com)

LYNDA LEE KAID is Professor of Communication and George Lynn Cross Research Professor at the University of Oklahoma where she also serves as the Director of the Political Communication Center and supervises the Political Commercial Archive.

ANNE JOHNSTON is an Associate Professor in the School of Journalism and Mass Communication at the University of North Carolina, Chapel Hill.