영문목차
Series Foreword=vii
Acknowledgments=xi
Chapter 1. Presidential Campaign Advertising on Television=1
Chapter 2. Political Advertising Content and Effects=13
Chapter 3. Videostyle: Concept, Theory, and Method=25
Chapter 4. Advertising Content and Styles Across the Years=39
Chapter 5. Videostyle and Political Candidate Positioning=75
Chapter 6. Negative and Positive Videostyle=107
Chapter 7. Videostyle and Ethics in Televised Political Advertising=135
Chapter 8. The Mediation of Videostyle: How Television and Newspapers Cover Political Candidate Advertising=147
Chapter 9. Videostyle in International Perspective=167
Chapter 10. Recurring Elements of Videostyle and the Future of Presidential Candidate Presentation=179
Appendix: Videostyle Codesheet=193
References=203
Index=221