On the Air: Advertising in 2004 as a Window on the 2008 Presidential General Election
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Joel Rivlin
This paper provides a descriptive framework for analyzing television advertising in the 2008 Presidential general election. Using insights gleaned from data on the advertising contest in the 2004 elections from the Wisconsin Advertising Project, this paper shows how important it is for observers of elections to focus on the various sponsors of advertising, the different motives and aims of advertisers, and the variation in tactics used by campaigners. Television advertising remains the dominant means by which campaigns directly communicate with voters, and understanding the technological, regulatory and strategic context in which these ads are aired will allow for a better understanding of their effects.
©2011 Walter de Gruyter GmbH & Co. KG, Berlin/Boston
Articles in the same Issue
- Introduction
- Special Issue: The Politics of Presidential Selection
- Article
- The Iowa Caucuses, 1972-2008: A Eulogy
- Handicapping the 2008 Nomination Races: An Early Winter Prospectus
- Political Parties in Rough Weather
- Don't Blame Primary Voters for Polarization
- Selecting Presidential Nominees by National Primary: An Idea Whose Time Has Come?
- Presidential Nominating Conventions: Past, Present and Future
- On the Air: Advertising in 2004 as a Window on the 2008 Presidential General Election
- Commentary
- The European Union, Turkish Limitations, and American Disinterest
- Review
- Glory Days: A Review of Bruce Miroff's The Liberals' Moment: The McGovern Insurgency and the Identity Crisis of the Democratic Party
- The Heart of the Problem: A Book Review of The Liberals' Moment by Bruce Miroff
- Response or Comment
- Response to Kenneth Baer and Elaine Kamarck
- Response to Bruce Miroff
Articles in the same Issue
- Introduction
- Special Issue: The Politics of Presidential Selection
- Article
- The Iowa Caucuses, 1972-2008: A Eulogy
- Handicapping the 2008 Nomination Races: An Early Winter Prospectus
- Political Parties in Rough Weather
- Don't Blame Primary Voters for Polarization
- Selecting Presidential Nominees by National Primary: An Idea Whose Time Has Come?
- Presidential Nominating Conventions: Past, Present and Future
- On the Air: Advertising in 2004 as a Window on the 2008 Presidential General Election
- Commentary
- The European Union, Turkish Limitations, and American Disinterest
- Review
- Glory Days: A Review of Bruce Miroff's The Liberals' Moment: The McGovern Insurgency and the Identity Crisis of the Democratic Party
- The Heart of the Problem: A Book Review of The Liberals' Moment by Bruce Miroff
- Response or Comment
- Response to Kenneth Baer and Elaine Kamarck
- Response to Bruce Miroff
