haku: @indexterm POLITICAL PARTIES / yhteensä: 125
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| Tekijä: | Perloff, R. Kinsey, D. |
| Otsikko: | Political Advertising as Seen by Consultants and Journalists |
| Lehti: | Journal of Advertising Research
1992 : MAY/JUNE, VOL. 32, p.53-60 |
| Asiasana: | TELEVISION ADVERTISING ELECTIONS POLITICAL PARTIES |
| Kieli: | eng |
| Tiivistelmä: | It is examined how advertising consultants and political journalists perceive televised political spots. Consultants were more likely than journalists to perceive the best way to reach voters is to appeal to their emotions. Journalists thought that there were similarities between political and commercial advertising. Their different perceptions may help to explain why the two groups approach modern media elections with such different overall perspectives. |
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