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ERIC Number: ED316905
Record Type: Non-Journal
Publication Date: 1988-May
Pages: 47
Abstractor: N/A
Reference Count: N/A
Political Candidate Campaign Advertising: A Selected Review of the Literature.
Hellweg, Susan A.
This paper provides a selected review of political candidate campaign advertising studies from the political science, mass communication, advertising, and political communication literature. The paper examines the literature in terms of research pertaining to (1) candidate advertising content (commercials for male versus female candidates and for incumbents versus challengers, issue versus image orientations, and negative advertising); (2) viewer variables; (3) historical analyses of specific campaigns; and (4) methodologies employed and variables examined in these studies. On the basis of this analysis, the paper advances 10 recommendations for future research. Eighty references are attached. (SR)
Publication Type: Speeches/Meeting Papers; Information Analyses
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A