BUILDING A BETTER AD WATCH - TALKING PATTERNS TO THE AMERICAN VOTER

Authors
RICHARDSON GW
Citation
Gw. Richardson, BUILDING A BETTER AD WATCH - TALKING PATTERNS TO THE AMERICAN VOTER, Harvard international journal of press/politics, 3(3), 1998, pp. 76-95
Citations number
35
Categorie Soggetti
Political Science",Communication
Journal title
Harvard international journal of press/politics
ISSN journal
1081180X → ACNP
Volume
3
Issue
3
Year of publication
1998
Pages
76 - 95
Database
ISI
SICI code
1081-180X(1998)3:3<76:BABAW->2.0.ZU;2-A
Abstract
A sample of twenty-six ad watches from three newspapers indicates that the analysts' critiques emphasized isolated claims within the ads as opposed to the broad patterns of behavior and records emphasized by th e candidates.Also, the visual and narrative elements of the ads were g enerally neglected.A handful of suggestions are offered to help journa lists build a better ad watch.These suggestions include focusing on pa tterns and taking the audiovisual and narrative elements of campaign a ds seriously.