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In Defense of Negativity: Attack Ads in Presidential Campaigns (Studies in Communication, Media, and Public Opinion)

5 out of 5 stars 4 customer reviews
ISBN-13: 978-0226284996
ISBN-10: 0226284999
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Editorial Reviews

Review

"This provocative and important book will be of interest not only to scholars in the fields of political advertising, media, and elections, but will also be vital to campaign consultants, political journalists, and political junkies of all sorts." - Ann Crigler, University of Southern California"

About the Author

John G. Geer is professor of political science at Vanderbilt University and the editor of the Journal of Politics, the editor of Politicians and Party Politics, and the author of Nominating Presidents: An Evaluation of Voters and Primaries and From Tea Leaves to Opinion Polls: Politicians, Information, and Leadership.
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Product Details

  • Series: Studies in Communication, Media, and Public Opinion
  • Paperback: 218 pages
  • Publisher: University Of Chicago Press (April 1, 2006)
  • Language: English
  • ISBN-10: 0226284999
  • ISBN-13: 978-0226284996
  • Product Dimensions: 6 x 0.8 x 9 inches
  • Shipping Weight: 13.9 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Best Sellers Rank: #738,636 in Books (See Top 100 in Books)

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Top Customer Reviews

Format: Paperback
This is a wonderful book which directly challenges conventional wisdom regarding negative ads. Geer convincingly argues negative advertising is good for democracy. He notes negative ads are more likely to address important issue differences between candidates and provide supporting evidence. Positive ads are mostly fluff, do not address issues, and do not provide any supporting evidence regarding the candidates claims. He ultimately compares negative ads to eating spinach. We don't like it, but it is good for us. This is a great book for upper division or graduate courses on campaigns or the Presidency.

Dr. Phillip Ardoin
Dept of Govt and Justice Studies
Appalachian State University
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Format: Paperback Verified Purchase
While we all seem to be so eager to condemn negative advertising, In Defense of Negativity provides the accurate research which clearly demonstrates how much we pay attention to it and remember it's content more than other types of advertising. Moreover, the author provides the theory and evidence which demonstrate that it actually provides a authentic dialogue about the issues and candidates. While a little bit more an academic than a casual read, it provides vital information and understanding of the content of current campaign advertising and it's impact on us all. A must read!
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Format: Paperback
Very interesting read. Many Americans complain about all of the negative political ads in our media. The truth is, the average American is not interested in a politician's accomplishments, or fiscal plan - they want scandals! Entertainment! Something to gossip about!
It is for this reason that negative "attack" ads are the most effective means of reaching a political consumer.
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Format: Paperback
This book is a very interesting read. Geer writes very well and has done very thorough research to back his assertions. This book looks at why attack ads can be helpful because they push your opponent to speak to the issue he is being attacked on.

Very relevant with the Primaries winding down and the 2008 general election coming up soon.
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