Political advertising has been called the worst cancer in American society. Ads cost millions, and yet the entire campaign season is now filled with nasty and personal attacks. In this landmark six-year study, two of the nation's leading political scientists show exactly how cancerous the ad spot has become. 16 illustrations.
Going Negative
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Great book about effects of campaign ads,
By Eric (Huntingdon Valley, PA United States) - See all my reviews
This review is from: Going Negative (Paperback)
I read this book about a year and a half ago, so some details are sketchy to me. But I wholehartedly disagree with the reviewer who thought this book was no good, and that it simply reflected the author's biases. However, I do agree that the author's proposed solutions are not as good as their informative and balanced account of negative campaign advertising.While one might have alternative interpretations of the political survey data, and question the external validity of the author's controlled experiments, the authors do an excellent job of presenting the major issues in evaluating negative campaign advertising. I would highly reccommend this book to get a sense of the research being done about campaign advertising, and Ansolebehre and Iyengar are well-respected and clearly knowledgeable scholars. I won't get into all the specifics of the book; you should read it for yourself!
4 of 6 people found the following review helpful:
3.0 out of 5 stars
Negative ads cause cynicism,
This review is from: Going Negative (Paperback)
This book begins with an interesting thesis, which you can read about in detail in chapters 5 and 6. The authors claim that while political advertising in general has the effects of educating the public by informing voters about the candidates and the issues, negative ads can lead to decreased voter participation. Those who remain voters will tend to be more extreme in ideology and less representative of the general public. The concern in this book is that the rise in negative campaigns can subvert the democratic process.Strangely, to get to their main point, you must wade through pretty dry chapters that discuss the methods used to gather data as well as other ways that advertisements affect voter behavior. This may be of great interest to political scientists, but for those with only partial interest, it is probably enough to read the first, fifth, and sixth chapters to get the main gist of the book.
5.0 out of 5 stars
If you need to understand 'negative,' this is the book,
By Bruce (Cleburne, TX) - See all my reviews
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This review is from: Going Negative (Paperback)
An outstanding book for the political operative that explains, via social science and quantitative data, the appropriate use and likely effects of negative or comparative messaging.
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Inside This Book
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First Sentence:
Once upon a time, this country divided itself neatly along party lines. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
net trait ratings, new government ethics rules, advertising tone, experimental advertisements, negative campaign commercials, primary election study, single campaign advertisement, partisan reinforcement, general election studies, sponsoring candidate, campaign tone, positive advertisement, negative advertisements, attack advertisements, attentive voters, government jobs programs, positive advertising, advertising exposure, participatory attitudes, demobilizing effects, negative advertising, nonpartisan voters, partisan predispositions, positive campaigns, attack advertising Key Phrases - Capitalized Phrases (CAPs): (learn more)
Dianne Feinstein, Barbara Boxer, Bruce Herschensohn, John Seymour, United States, Bill Clinton, Los Angeles, New York, George Bush, Pete Wilson, President Bush, San Francisco, Willie Horton, Clarence Thomas, California Senate, Michael Dukakis, Governor Dukakis, New Jersey, Professor Anita Hill, Roger Ailes, San Diego, The Senators, First Amendment, Orange County, Republican House New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Once upon a time, this country divided itself neatly along party lines. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
net trait ratings, new government ethics rules, advertising tone, experimental advertisements, negative campaign commercials, primary election study, single campaign advertisement, partisan reinforcement, general election studies, sponsoring candidate, campaign tone, positive advertisement, negative advertisements, attack advertisements, attentive voters, government jobs programs, positive advertising, advertising exposure, participatory attitudes, demobilizing effects, negative advertising, nonpartisan voters, partisan predispositions, positive campaigns, attack advertising Key Phrases - Capitalized Phrases (CAPs): (learn more)
Dianne Feinstein, Barbara Boxer, Bruce Herschensohn, John Seymour, United States, Bill Clinton, Los Angeles, New York, George Bush, Pete Wilson, President Bush, San Francisco, Willie Horton, Clarence Thomas, California Senate, Michael Dukakis, Governor Dukakis, New Jersey, Professor Anita Hill, Roger Ailes, San Diego, The Senators, First Amendment, Orange County, Republican House New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 42
books:
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100
books
cite this book:
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- Social Psychology by Elliot Aronson in Back Matter (1), and Back Matter (2)
- Outlines & Highlights for Social Psychology by Taylor, Peplau, & Sears (Cram101 Textbook Outlines) by Cram101 Textbook Reviews in Back Matter (1), and Back Matter (2)
- The Nature and Origins of Mass Opinion (Cambridge Studies in Public Opinion and Political Psychology) by John R. Zaller in Back Matter (1), and Back Matter (2)
- Social Psychology (12th Edition) by Shelley E. Taylor in Back Matter (1), and Back Matter (2)
- Why Americans Hate Politics by E.J. Dionne in Back Matter (1), and Back Matter (2)
See all 42 books this book cites
- A Virtuous Circle: Political Communications in Postindustrial Societies (Communication, Society and Politics) by Pippa Norris on 5 pages
- Everything You Think You Know About Politics...and Why You're Wrong by Kathleen Hall Jamieson on 5 pages
- We Get What We Vote For... Or Do We?: The Impact of Elections on Governing by Paul E. Scheele on 4 pages
- The Campaign Continues: How Political Consultants and Campaign Tactics Affect Public Policy by Douglas A. Lathrop on 4 pages
- Where Have All the Voters Gone? by Martin P. Wattenberg on 4 pages
See all 100 books citing this book
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