The role of campaign advertising
The problem of persuasion
A brief primer on data and research design
How race context matters
How ad negativity and emotional appeals matter
How receiver characteristics matter
How ad coverage in news matters
The future study of ad effects.
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The persuasive power of campaign advertising by Travis N. Ridout. ISBN 9781439903346. Published by Temple University Press in 2011. Publication and catalogue information, links to buy online and reader comments.
