Television and Political Advertising: Volume I: Psychological Processes - Hardcover

Hardcover

ISBN 10: 0805806555 ISBN 13: 9780805806557

Verlag: Routledge, 1991

Inhaltsangabe

This volume represents one of the first major scholarly effort to unravel the psychological and symbolic processing of political advertising. Utilizing survey, experimental, qualitative, and semiotic methodologies to study this phenomenon, the contributors to Television and Political Advertising trace how political ads help to interpret the psychological reality of the presidential campaign in the minds of millions of voters. A product of the National Political Advertising Research Project, this interdisciplinary effort is valuable to researchers in advertising, communication, and consumer psychology since it helps define future work on the relationship between television, politics, and the mind of the voter. This volume, Television and Political Advertising: Psychological Processes, is the first of two, and covers such topics as Models and Theories for Viewing Political Television; Psychological Processing of Issues, Images, and Form; Differential Processing of Positive and Negative Advertising; and The Psychological Contexts of Processing.

Über diesen Titel

Über die Autorin bzw. den Autor

Frank Biocca

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 1991
• Sprache: Englisch
• ISBN 10: 0805806555
• ISBN 13: 9780805806557
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 376
• Herausgeber: Biocca Frank
• Kontakt zum Hersteller: preigu GmbH & Co. KG; mail@preigu.de; ; Lengericher Landstr. 19; Osnabrück; Niedersachsen; 49078; Deutschland