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Air Wars, 6th Edition
Darrell M. West
出版
SAGE
, 2013-03-04
主題
History / United States / 20th Century
Language Arts & Disciplines / Communication Studies
Political Science / General
Political Science / Political Process / Campaigns & Elections
Political Science / Political Process / General
Political Science / American Government / General
Political Science / Political Process / Media & Internet
ISBN
1452239916
9781452239910
URL
http://books.google.com.hk/books?id=pWyf2O-kE0sC&hl=&source=gbs_api
EBook
SAMPLE
註釋
Tracing the evolution of political advertising, Darrell M. West returns with his much anticipated sixth edition of Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2012. Integrating the latest data and key events from the 2012 campaigns, West provides in-depth examination and insight into how candidates plan and execute advertising campaigns, how the media covers these campaigns, and how American voters are ultimately influenced by them. Taking into account technological advances, West now includes discussion of how campaigns are utilizing social media tools to reach audiences and to what effect.
The sixth edition offers significant updates, including:
The face-off between Obama and Romney in the general election;
Case studies of ads during presidential and Congressional campaigns;
The ever increasing use and impact of social media;
Ad stills from the 2012 campaign; and
Concrete examples of which ads worked and which ads did not.