The nature and extent of the news media coverage of political advertising in the presidential campaign of 1972 was shallow and spotty at best. The candidates' political advertising strategies received limited coverage by reporters and commentators. Even the "prestige" press--16 major newspapers--provided limited coverage to the nature…

Reports a study examining the political advertising in the media and relates the findings to the voters' perception of the salience of the issues in the campaign. (TO)

The effects of the television advertisements for Richard Nixon and George McGovern during the 1972 presidential election were tested by a content analysis of television programing and statistical analysis of viewer attitudinal response. Programing content for Nixon developed more general issues and did not especially feature the personality of…

The concept of the agenda setting function of the mass media holds that apart from any influence they may have on voter attitudes or behavior, the mass media apparently influence voters' perceptions of the importance of the issues. The agenda setting function of the mass media is analyzed for significance in this investigation. A panel study of…