Political Advertising in the United States

List of Illustrations

Preface

1 Introduction

2 The Regulation of Advertising

Notes  

3 The Volume and Content of Political Advertising on Television

4 The Challenge of Online Advertising

What Digital Advertising Looks Like

5 How Ads Are Created and Tested

6 Buying and Targeting Political Advertising on Television

7 Studying the Persuasive Effects of Advertising

8 Beyond Persuasion: Mobilization and Other Effects of Advertising

What Do We Learn from Advertising?

9 The Future of Political Advertising and Its Role in Our Society

Biography

Erika Franklin Fowler is Professor of Government at Wesleyan University and co-director of the Wesleyan Media Project.

Michael Franz is Professor of Government and Legal Studies at Bowdoin College and co-director of the Wesleyan Media Project.

Travis N. Ridout is Thomas S. Foley Distinguished Professor of Government and Public Policy and Director of the School of Politics, Philosophy and Public Affairs at Washington State University and is co-director of the Wesleyan Media Project.

Praise for Political Advertising in the United States, Second Edition

"There are many strengths to this book, but its defining strength lies in the unique ability to provide evidence-based, cutting edge insights about the rapidly evolving area of digital political advertising. Given that our need to understand the political implications of digital advertising is increasingly urgent, the data presented in this book make it an extremely valuable contribution and educational tool."

--Johanna Dunaway, Texas A&M University

"I thought that the first edition of this book could not be bettered. But Fowler, Franz and Ridout have surpassed themselves in this second edition. Drawing on their vast research experience and knowledge, as well as the Wesleyan Media Project data that keep getting better and better, Fowler et al. bring us fully up-to-date on all aspects of political advertising in the United States. While the focus is on the United States, the authors’ insights in chapters on issues such as digital advertising and the challenges of researching advertising effects also have implications for political communication in other countries in which campaigns are increasingly Americanized."

--Daniel Stevens, University of Exeter

"Fowler, Franz, and Ridout did scholars, candidates, and campaign professionals an enormous favor by writing the first edition of this book. They not only described the landscape of political advertising in the United States, but synthesized the vast literature on advertising effects in an accessible manner. The new edition’s heightened focus on digital advertising, as well as the effects of race and gender in advertising, make it a must-read for anyone interested campaign strategy."

-- Keena Lipsitz, Queens College, City University of New York

Praise for the Previous Edition

"The book is jam-packed with data that illustrate the key arguments advanced by the authors, and the quantitative analyses are presented in an accessible way. In addition, the authors provide a host of examples throughout to help make their points and engage readers. Readers also get an inside look at how political advertising is developed in campaigns, including how ads are created, tested, and purchased. What is especially nice about the book is that it clearly defines and explains the key concepts related to political advertising. This book provides a great introduction to political advertising in US political campaigns. Highly recommended."

--Choice

"The authors pull together varied research areas including persuasion, negative advertising, and campaign finance laws and rulings to provide a clear and comprehensive narrative of political advertising. The writing is engaging and the use of vignettes provides students with clear examples of why, when, and how political advertising matters. Anyone who wants to know how political advertising works must read this seminal book."

--James Druckman, Northwestern University