The real usefulness of this book is that it really is an extended glossary of sorts, that is organized into lists and examples. Below, I've broken down the lists of each chapter, as I kind of distilled summary. This is by no means exhaustive, it is just what I took away from it.
Chapter 1
Stereotypers Visual Images
Association Visual Text
Demonization Music and Sounds
Code Words Color
Editing
Audio Voice Over (Narrator)
Hard Money
Soft Money (Buckley v. Valeo)
Phantom Ads
Attack Ads
Chapter 2
Strategies of Ad Buying
1. How many issues?
2. When (if) air attack ads?
3. How often to broadcast ad(s)?
4. How to mix local and national ad buys?
Strategic Interactions with Opponents, - or +
Chapter 3
The Power of the Portrait
Prominent Ads (not ness. in times run, but in effect)
Action Statements The Campaign Stage
Policy Mentions
Personality Based
Social Issues
International Relations
Internet Ads & Sites
Negative Ads and Backlash
Chapter 4
Horse-race Coverage
The more - ads the more horse-race coverage
Ad Watches
Ads with footnotes
Oversight tools
Chapter 5
Favorability
Electability
Familiarity
How ads impact voters
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