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Negative versus Positive Television Advertising in U.S. Presidential Campaigns, 1960–1988

Authors :
Lynda Lee Kaid
Anne Johnston
Source :
Journal of Communication. 41:53-64
Publication Year :
1991
Publisher :
Oxford University Press (OUP), 1991.

Subjects

Subjects :
Linguistics and Language
Presidential system
Higher education
business.industry
Communication
Political science
Advertising
Television advertising
business
Public opinion
Language and Linguistics

Details

ISSN :
14602466 and 00219916
Volume :
41
Database :
OpenAIRE
Journal :
Journal of Communication
Accession number :
edsair.doi...........0443d21ba2915d2a55f4ab2552b7d5ec
Full Text :
https://doi.org/10.1111/j.1460-2466.1991.tb02323.x
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