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A Functional Approach to Political Advertising
Unformatted Document Text:  20 Garramone, G. M. (1986). Candidate image formation: The role of information processing . In L. L. Kaid, D. Nimmo, & K. R. Sanders (Eds.) New perspectives on political advertising. Carbondale: Southern Illinois University Press. Fleiss, J.L. (1981). Statistical methods for rates and proportions. New York: Wiley. Jamieson, K.H. (1996). Packaging the presidency: A history and criticism of presidential campaign advertising. New York: Oxford University Press. Johnston, A., & Kaid, L. L. (2001). Image ads and issue ads in U.S. presidential advertising: Using videostyle to explore stylistic difference in televised political ads from 1952 to 2000. Journal of Communication, 52, 281-300. Joslyn, R.A. (1980). The content of political spot ads. Journalism Quarterly, 57, 92-100. Kaid, L. L. & Sanders, K. R. (1978). Political television commercials: An experimental study of type and length. Communication Research, 5, 57-70. Pfau, M., & Kenski, H.C. (1990). Attack politics: Strategy and defense. New York: Praeger. Roberts, M., & McCombs, M. (1994). Agenda setting and political advertising: Origin of the news agenda. Political Communication, 11, 249-262 Rubin, B. (1967). Political television. Belmont, CA: Wadsworth Publishing Co. Shyles, L. (1986). The television political spot: Its structure, content, and role in the political system. In L. L. Kaid, D. Nimmo, & K. R. Sanders (Eds.) New perspectives on political advertising. Carbondale: Southern Illinois University Press. Patterson, T.E., & McClure, R.D. (1973). Political advertising: Voter reaction to televised political commercials. Princeton NJ: Citizen’s Research Foundation.

Authors: Lee, Cheolhan. and Choi, Yun Jung.
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20
Garramone, G. M. (1986). Candidate image formation: The role of information
processing . In L. L. Kaid, D. Nimmo, & K. R. Sanders (Eds.) New perspectives
on political advertising. Carbondale: Southern Illinois University Press.
Fleiss, J.L. (1981). Statistical methods for rates and proportions. New York: Wiley.
Jamieson, K.H. (1996). Packaging the presidency: A history and criticism of presidential
campaign advertising. New York: Oxford University Press.
Johnston, A., & Kaid, L. L. (2001). Image ads and issue ads in U.S. presidential
advertising: Using videostyle to explore stylistic difference in televised political
ads from 1952 to 2000. Journal of Communication, 52, 281-300.
Joslyn, R.A. (1980). The content of political spot ads. Journalism Quarterly, 57, 92-100.
Kaid, L. L. & Sanders, K. R. (1978). Political television commercials: An experimental
study of type and length. Communication Research, 5, 57-70.
Pfau, M., & Kenski, H.C. (1990). Attack politics: Strategy and defense. New York:
Praeger.
Roberts, M., & McCombs, M. (1994). Agenda setting and political advertising: Origin of
the news agenda. Political Communication, 11, 249-262
Rubin, B. (1967). Political television. Belmont, CA: Wadsworth Publishing Co.
Shyles, L. (1986). The television political spot: Its structure, content, and role in the
political system. In L. L. Kaid, D. Nimmo, & K. R. Sanders (Eds.) New
perspectives on political advertising. Carbondale: Southern Illinois University
Press.
Patterson, T.E., & McClure, R.D. (1973). Political advertising: Voter reaction to
televised political commercials. Princeton NJ: Citizen’s Research Foundation.


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