Tracing the evolution of political advertising from 1952 through 2016, Darrell M. West returns with his much anticipated Seventh Edition of Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2016. Integrating the latest data and key events from the 2016 campaigns–including the most provocative presidential campaign in recent decades and the surprising victory of Donald Trump–West provides in-depth examination and insight into how candidates plan and execute advertising and social media campaigns, how the media covers these campaigns, and how American voters are ultimately influenced by them. This new edition includes coverage of social media campaigning, nano-targeting strategies in a fragmented electorate, and thorough analysis of the 2016 presidential campaign, from the candidates’ use of Twitter to concerns over falsehoods and deception, the impact of ads and debates on candidate perceptions, and the risks to democratic elections from new campaign developments.

Communications in Congressional Elections

Communications in Congressional Elections

Campaign messaging is a major expenditure in presidential races, but it also is a prominent part of House and Senate races throughout the country. According to recent studies, congressional candidates devote 40 percent of their overall campaign budgets to advertisements, which is less than the 60 percent spent by presidential campaigners but still a significant portion of the campaign effort.1

In many respects, appeals for Congress are similar to those run during presidential campaigns. Such spots are produced to shape public views and news media coverage, and they represent the major strategic tool for presenting a campaign to voters. In terms of public presentation, congressional spots feature a blend of positive and negative appeals. Citizens’ responses vary depending ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles