Political advertising on television represents a form of persuasion scarcely thirty years old. Already, however, the short thirty-to-sixty-second political commercial, or polispot, has developed both distinct rhetorical modes and distinct visual styles. The polispot has also grown to dominate political campaigns in this country, especially in the large states and in national presidential elections. For example, of the $29 million in federally allotted campaign funds spent by Ronald Reagan and Jimmy Carter in 1980, fully half went into political advertising, mainly on television.

The Spot is a rich, provocative examination of the polispot form. It begins with the first spot use of television in the Eisenhower-Stevenson campaign of 1952 and carries through to the Reagan advertising and marketing campaign of 1980 (and, prospectively, of 1984). It discusses such famous—and infamous—examples of political television advertising as Richard Nixon's "Checkers," Lyndon Johnson's "Daisy" spot, and Gerald Ford's "Feelin' Good About America" series.

The book contains interviews of the chief media practitioners and political marketers and analyzes the effects of their handiwork on the outcome of campaigns. Scores of storyboards and illustrations from key campaigns are also analyzed, each according to the authors' pioneering typology of the five polispot rhetorical modes.

From the Back Cover

'The Spot will go a long way toward helping the reader understand the televised political advertising that's about to swamp us.' -The Washington Post

"About this title" may belong to another edition of this title.

Store Description

Visit Seller's Storefront

Seller's business information

Priceless Books
112 W. Main, Urbana, IL, 61801, U.S.A.

Sale & Shipping Terms

Terms of Sale

Subject to prior sale, returns accepted within 10 days if not as
described. Will hold books for two weeks. PAYMENT: Check/credit card:
VISA/MC/Discover/Am Express. IL residents add 9% sales tax. SHIPPING: USPS Media Mail
: 1st book $3.60 each additional $1.50. Foreign
mailings at exact postage. Inquire for priority, airmail, Fedex,
UPS, other carriers. Pls confirm availability.

Shipping Terms

Shipping costs are based on books weighing 2.2 LB, or 1 KG. If your book order is heavy or oversized, we may contact you to let you know extra shipping is required.

Shipping rates within U.S.A.

Shipping rates within U.S.A.
Order quantity	5 to 14 business days	3 to 6 business days
First item	US$ 3.75	US$ 9.90

Delivery times are set by sellers and vary by carrier and location. Orders passing through Customs may face delays and buyers are responsible for any associated duties or fees. Sellers may contact you regarding additional charges to cover any increased costs to ship your items.