The spot : the rise of political advertising on television

Edwin Diamond and Stephen Bates

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. Edwin Diamond is Professor of journalism at New York University, where he directs the News Study Group, and he is the media columnist for New York Magazine. His previous books include The Media Show: The Changing Face of the News, 1985-1990. Stephen Bates, a lawyer, is a fellow at the Woodrow Wilson Center for Scholars in Washington, D.C. He is the author of If No News, Send Rumors: Anecdotes of American Journalism.

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[目次]

  • 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.

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この本の情報

書名 The spot : the rise of political advertising on television
著作者等 Bates, Stephen
Diamond, Edwin
出版元 MIT Press
刊行年月 c1992
版表示 3rd ed
ページ数 xiv, 418 p.
大きさ 23 cm
ISBN 0262540657
0262041308
NCID BA17280266
※クリックでCiNii Booksを表示
言語 英語
出版国 アメリカ合衆国
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