7 of 7 people found the following review helpful
on August 27, 2009
I was lucky to work with Vavreck at UCLA as an undergrad, and this work really reflects her creativity and ambition for producing ground-breaking work on political campaigns. Her coding scheme of political advertisements, which investigates message content closely by coding phrases within the message - instead of more broad approaches - is great for not only showing that the message DOES matter (contrary to a historical skepticism), but also HOW it matters; in this case, the economy is used as an example of a force that resounds with voters. I would recommend this book to friends studying presidential campaigns, as well as political communication researchers who are seeking to use a quantitative methodological approach to closely analyze advertising discourse.