List of figures and tables -- Preface -- 1. Campaign advertising : the whipping boy of American politics -- 2. Campaign ads as information supplements : a spillover theory of advertising effects -- 3. Measuring exposure to campaign ads -- 4. Tracking the volume and content of political advertising -- 5. What, when, and where : making sense of campaign advertising -- 6. What did they know and when did they know it? -- 7. Campaign advertising and voter attitudes toward the political process -- 8. Campaign advertising and citizen participation -- 9. Advertising tone and political engagement -- 10. Campaign advertising and American democracy -- Appendix A : Assessing the validity of the CMAG tracking data -- Appendix B : Assessing the reliability of the CMAG storyboard coding -- Appendix C : Data set and variables -- Appendix D : Wisconsin advertising project coding sheet for 2000 ads -- Appendix E : Wisconsin advertising project coding sheet for 2004 ads -- Notes -- References -- Index
Summary
This title explores the relationship between exposure to political advertisements and voter beahviour. The authors find little evidence that ads have adverse effects on voter behaviour; at worst, campaign advertising falls on deaf ears, rather than diminishes voters' interest in politics
Bibliography
Includes bibliographical references (pages 187-193) and index
