Television and Political Advertising

Volume I: Psychological Processes. Contents: Part I:Viewing Political Television: Models and Theories. J. Boiney, D.L. Paletz, In Search of the Model Model: Political Science Versus Political Advertising Perspectives on Voter Decision Making. F. Biocca, Viewers' Mental Models of Political Messages: Toward a Theory of the Semantic Processing of Television. F. Biocca, Models of a Successful and an Unsuccessful Ad: An Exploratory Analysis. Part II:Psychological Processing of Issues, Images, and Form. S.F. Geiger, B. Reeves, The Effects of Visual Structure and Content Emphasis on the Evaluation and Memory for Political Candidates. E. Thorson, W.G. Christ, C. Caywood, Selling Candidates Like Tubes of Toothpaste: Is the Comparison Apt? H.M. Kepplinger, The Impact of Presentation Techniques: Theoretical Aspects and Empirical Findings. Part III:Differential Processing of Positive and Negative Advertising. J.E. Newhagen, B. Reeves, Emotion and Memory Responses for Negative Political Advertising: A Study of Television Commercials Used in the 1988 Presidential Election. A. Lang, Emotion, Formal Features, and Memory for Televised Political Advertisements. M. Basil, C. Schooler, B. Reeves, Positive and Negative Political Advertising: Effectiveness of Ads and Perceptions of Candidates. Part IV:The Psychological Contexts of Processing. J. Schleuder, M. McCombs, W. Wanta, Inside the Agenda-Setting Process: How Political Advertising and TV News Prime Viewers to Think About Issues and Candidates. G.M. Garramone, M.E. Steele, B. Pinkleton, The Role of Cognitive Schemata in Determining Candidate Characteristic Effects. L.F. Alwitt, J. Deighton, J. Grimm, Reactions to Political Advertising Depend on the Nature of the Voter-Candidate Bond. Volume 2: Signs, Codes, and Images. Contents: F. Biocca, Part I:Generating Meaning in the Pursuit of Power. What is the Language of Political Advertising? Some Limitations of Earlier "Symbolic" Approaches to Political Communication. Looking for Units of Meaning in Political Ads. The Role of Communication Codes in Political Ads. The Analysis of Discourses Within the Political Ad. The Orchestration of Codes and Discourses: Analysis of Semantic Framing. Part II:Analyses of the Meaning of Political Ads. D. Descutner, D. Burnier, A. Mickunas, R. Letteri, Bad Signs and Cryptic Codes in a Postmodern World: A Semiotic Analysis of the Dukakis Advertising. L.D. Smith, A. Johnston, Burke's Sociological Criticism Applied to Political Advertising: An Anecdotal Taxonomy of Presidential Commercials. L. Shyles, Issue Content and Legitimacy in 1988 Televised Political Advertising: Hubris and Synecdoche in Promoting Presidential Candidates. G. Chronkite, J. Liska, D. Schrader, Toward an Integration of Textual and Response Analysis Applied to the 1988 Presidential Campaign. Part III:The Campaign Documentary as an Ad. J. Morreale, The Political Campaign Film: Epideictic Rhetoric in a Documentary Frame. H.W. Simons, D.J. Stewart, Network Coverage of Video Politics: "A New Beginning" in the Limits of Criticism. Part IV:Regulating Signs and Images. J.I. Richards, C.L. Caywood, Symbolic Speech in Political Advertising: Encroaching Legal Barriers.