CiNii Books - The spot : the rise of political advertising on television

In this third edition of their study of the political commerical, or "polispot", veteran media analysts Edwin Diamond and Stephen Bates reveal the backstage stories of the 1988 presidential campaign - the Ailes-Atwater media mastery, the Dukakis team's babel of TV voices, Willie Horton's transformation from convict to celebrity. The authors take a close critical look at the key political ads of 1988 and 1990, with particular attention to the subtexts directed at voters' racial attitudes and fears. They also preview the 30-second arguments and attacks of the 1992 media campaign. In a new chapter, Diamond and Bates examine the case against spots. They take a look at the societal ills that critics have blamed on TV campaigns, including mudslinging, misrepresentation, and malaise. They evaluate the proposals to ban or severely restrict the spot. They also assess the growing press scrutiny of TV campaigns, such as the use of "truth boxes" in newspapers.

Volume: : pbk ISBN 9780262540650

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In this third edition of their classic study of the political commercial, or "polispot," veteran media analysts Edwin Diamond and Stephen Bates reveal the backstage stories of the 1988 presidential campaign - the Ailes-Atwater media mastery, the Dukakis team's babel of TV voices, Willie Horton's transformation from convict to celebrity. The authors take a close critical look at the key political ads of 1988 and 1990, with particular attention to the subtexts directed at voters' racial attitudes and fears. They also preview the 30-second arguments and attacks of the 1992 media campaign.In a new chapter, Diamond and Bates examine the case against spots. They take a hard look at the societal ills that critics have blamed on TV campaigns, including mudslinging, misrepresentation, and malaise. They evaluate the proposals to ban or severely restrict the spot. They also assess the growing press scrutiny of TV campaigns, such as the use of "truth boxes" in newspapers. Their verdict on political ads will surprise many viewers - and cheer all friends of the First Amendment.As the media consultants and their handiwork grow more subtle and sophisticated, and as political campaigns increasingly exist only on the home screen, The Spot is an indispensable guide for the campaign season.

Table of Contents

Part 1 The new media age: morning again and the morning after. Part 2 1952-1992: the radio age and the birth of spots
Ike, BBD & O, USP, and TV
checkers
the rise of living-room politics
Kennedy, Kennedy, Ken-ne-dy
the new advertising - soft sell arrives
Daisy and the dirty pictures in the public mind
high-tech politics
the new Nixon and the old Humphrey
Tanya talks, Watergate walks
bright songs and blue jeans - the life-style campaign
from the Soviet threat to the Horton threat. Part 3 Styles: the man on the white horse, and other tales of media techniques. Part 4 Effects: it was the truck - judging the effects of polispots
the trouble with spots.

by "Nielsen BookData"

The spot : the rise of political advertising on television

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