Seeing spots : a functional analysis of presidential television advertisements, 1952-1996 / William L. Benoit.
Benoit provides a comprehensive analysis of presidential spots from the inception of this important message form in 1952 through the most recent national campaign in 1996. He includes both primary and general spots as well as those from third party candidates.
Westport, Conn. :
|Series:||Praeger series in political communication.
- Preliminaries. Introduction: presidential television spots ; The functional approach to political advertising
- General campaigns. In the beginning: 1952, 1956 ; The Democrats ascend: 1960, 1964 ; Nixon's return: 1968, 1972 ; After Watergate: 1976, 1980 ; Republicans in control: 1984, 1988 ; The end of the millennium: 1992, 1996
- Other campaigns. Primary campaigns: who shall lead us? ; Third-party candidates: another choice
- Comparisons. Contrasts ; Conclusions.