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Product Identifiers
PublisherOxford University Press, Incorporated
ISBN-100195089421
ISBN-139780195089424
eBay Product ID (ePID)46511
Product Key Features
Edition3
Book TitlePackaging the Presidency : a History and Criticism of Presidential Campaign Advertising
Number of Pages608 Pages
LanguageEnglish
TopicPolitical Process / Media & Internet, Political Process / Campaigns & Elections, United States / 20th Century, American Government / General, American Government / Executive Branch, United States / General
Publication Year1996
IllustratorYes
FeaturesRevised
GenrePolitical Science, History
AuthorKathleen Hall Jamieson
FormatTrade Paperback
Dimensions
Item Height1.6 in
Item Weight23.3 Oz
Item Length8 in
Item Width5.2 in
Additional Product Features
Intended AudienceTrade
LCCN95-013339
Reviews"For an informative and scrupulously detached treatment of thisundoubtedly critical aspect of modern politics, Packaging the Presidency seemsto me definitive."--Edwin Yoder, Jr., The Washington Post Book World, "There is nowhere else where one can learn as much, and trust as well, to a balanced judgement of the past generation of political advertising."--Michael Schudson, Philadelphia Inquirer, *Praise for the first edition:"A thoughtful history of campaign advertising."--Adam Clayton, The New York Times Book Review"There is nowhere else where one can learn as much, and trust as well, to a balanced judgement of the past generation of political advertising."--Michael Schudson, Philadelphia Inquirer, *Praise for the first edition: "A thoughtful history of campaign advertising."--Adam Clayton, The New York Times Book Review "There is nowhere else where one can learn as much, and trust as well, to a balanced judgement of the past generation of political advertising."--Michael Schudson, Philadelphia Inquirer, *Praise for the first edition:"A thoughtful history of campaign advertising."--Adam Clayton, The New York Times Book Review"There is nowhere else where one can learn as much, and trust as well, to a balanced judgement of the past generation of political advertising."--Michael Schudson, Philadelphia Inquirer"An excellent history of presidential campaigns."--Terence P. Moran, New York University"Great insight for triggering seminar discussion."--Betty Winfield, University of MissouriPraise for the first edition:"For an informative and scrupulously detached treatment of this undoubtedly critical aspect of modern politics, Packaging the Presidency seems to me definitive."--Edwin Yoder, Jr., The Washington Post Book World"A thoughtful history of campaign advertising."--Adam Clymer, The New York Times Book Review"There is nowhere else where one can learn as much, and trust as well, to a balanced judgement of the past generation of political advertising."--Michael Schudson, Philadelphia Inquirer, "There is nowhere else where one can learn as much, and trust as well, toa balanced judgement of the past generation of political advertising."--MichaelSchudson, Philadelphia Inquirer, *Praise for the first edition: "A thoughtful history of campaign advertising."--Adam Clayton,The New York Times Book Review "There is nowhere else where one can learn as much, and trust as well, to a balanced judgement of the past generation of political advertising."--Michael Schudson,Philadelphia Inquirer, "For an informative and scrupulously detached treatment of this undoubtedly critical aspect of modern politics, Packaging the Presidency seems to me definitive."--Edwin Yoder, Jr., The Washington Post Book World
Dewey Edition20
Dewey Decimal324.7/0973
Edition DescriptionRevised edition
SynopsisPackaging the Presidency, Third Edition, is now completely updated to offer the only comprehensive study of the history and effects of political advertising in the United States. Noted political critic Kathleen Hall Jamieson traces the development of presidential campaigning from early political songs and slogans through newsprint and radio, and up to the inevitable history of presidential campaigning on television from Eisenhower to Clinton. The book also covers important issues in the debate about political advertising by touching on the development of laws governing political advertising, as well as how such advertising reflects, and at the same time helps to create, the nature of the American political office. Finally, current public concerns about political advertising are addressed as Jamieson raises the topic of ads dealing mainly in images rather than issues, and of political aspirations becoming increasingly only for the rich, who can afford the enormous cost of television advertising., "If political advertising did not exist, we would have to invent it," writes Katherine Hall Jamieson in her widely praised study, Packaging the Presidency. Now in a new third edition, Jamieson expands her authoritative analysis of political advertising, looking at the media campaigns of American presidents from the early days of the republic to the successful 1992 Clinton campaign. Chronicling the evolution of the campaign ad from political songs and slogans through handbill and newspaper cartoon to radio and television coverage, an argument emerges that is subtle but persuasive: though often equivocal, and even downright sleazy, political advertising is vital in reminding voters of the choices at the heart of democracy. Much of the book, appropriately, focuses on the powerful media campaigns of the post-war period. In individual chapters devoted to presidential campaigns since 1952, the claims of media strategists, campaign memos, and journalists frame discussions on the impact of candidates from Adlai Stevenson, Richard Nixon, John F. Kennedy, and Ronald Reagan to the country's more recent high-profile and media savvy candidates such as Ross Perot and Bill Clinton. This new edition covers such issues as the new forms of exposition due to increased access created by cable that so powerfully impacted the 1992 campaign. The wide variety of venues, including MTV and the Nashville Network, coupled with almost daily appearances on morning talk shows, afforded candidates the ability to reach audiences by the millions in "news-ads" that served as free extended commercials. Jamieson points out the success of Ross Perot's unconventional revival of the thirty-minute program spot, an important innovation that reflected both the power of modern-day "infomercial" and marked a radical change in political strategist's ideas of the viewing electorates response to longer forms of candidate sponsored communication. In turn, Jamieson addresses the increasing prevalence of "adwatchs," in which the press policies the fairness and accuracy of campaign accusations, offering the public a greater opportunity of assess the claims made in political ads, as well as opponents the enhanced ability to use news corrections in counter ads. And we see how campaign intrigue reached a new high with satellite tracking that allowed candidates to capture copies of ads as they went on the air. "We would put ads on the satellite that we weren't going to run," recalls Clinton campaign manager James Carville, "just to freak them out. Fake spots, so they would have to put some time and money together and respond to it." it went on the air. Just as political advertising is neither as innocent or invidious as it is frequently described, voters are more independent than cynics (and perhaps political advertisers) would like to believe. And as we approach the twenty-first century, with the cloak of television shadowing the country, voters are becoming increasingly more informed. As this fine study convincingly demonstrates, the successful "packaging" of presidents is a complex, and far from automatic, process., Packaging the Presidency, Third Edition , is now completely updated to offer the only comprehensive study of the history and effects of political advertising in the United States. Noted political critic Kathleen Hall Jamieson traces the development of presidential campaigning from early political songs and slogans through newsprint and radio, and up to the inevitable history of presidential campaigning on television from Eisenhower to Clinton. The book also covers important issues in the debate about political advertising by touching on the development of laws governing political advertising, as well as how such advertising reflects, and at the same time helps to create, the nature of the American political office. Finally, current public concerns about political advertising are addressed as Jamieson raises the topic of ads dealing mainly in images rather than issues, and of political aspirations becoming increasingly only for the rich, who can afford the enormous cost of television advertising., Packaging the Presidency, third edition, is Jamieson's updated study of history of presidential campaign advertising. It offers an examination and criticism of every presidential election from 1952 to 1992.
LC Classification NumberJK524.J36 1996
