In the newly revised and updated fourth edition of Air Wars, Darrell West continues his in-depth examination of political advertising in election campaigns. Following the evolution of campaign advertising from its start in 1952 to its use in contemporary races, West reveals how candidates plan advertising campaigns, how the media covers those campaigns, and, ultimately, how voters are influenced by these advertising efforts.

With new material from the 2004 campaigns, this edition is fully up to date in both content and analysis. Count on in-depth coverage of everything from ad buys and a review of issue-advocacy advertising to content analyses and media coverage of campaign ads. Also in the fourth edition, find case studies of ad appeals, new material on Senate and House election ads, and examination of the affect of groups such as the Swift Boat Veterans and MoveOn.org on the 2004 presidential campaign.

Written in a clear, concise manner, the book encourages students to assess current campaign advertising looking for demonization, association, stereotyping, and codewords. Real-world examples and ad stills illustrate specific points that help stimulate classroom discussion and get students thinking critically about the impact of campaign advertising on modern elections.

Tables and Figures
Preface
Television Advertising in Election Campaigns: A History in Pictures

1. Overview of Ads
2. Buying Airtime
3. Ad Messages
4. Media Coverage of Ads
5. Learning About the Candidates
6. Setting the Agenda
7. Priming and Defusing
8. Playing the Blame Game
9. Ads in Congressional Elections
10. Advertising and Democratic Elections

Appendix
Memorable Ads: 1984–2004
Notes
Index

“Air Wars by Darrell M. West is a text of the highest quality. It is superior to its competitors in important ways. It combines good examples, interesting data analysis, and solid prose to achieve an admirable end—namely, confronting widely held myths about television advertising. Air Wars is at its best when West is discussing his own survey and ad content data, though it is nicely balanced with a wide array of examples and case studies that help interpretive thinkers grasp the book’s key points, which makes this a valuable book from a pedagogical standpoint.”

“Air Wars is a top-notch book that concisely covers many important topics and makes several thought-provoking arguments. It is very balanced, with examples of successes and failures from both parties, and is also remarkably up-to-date in terms of incorporating recent research in political science and communications.”

“Darrell West’s Air Wars represents the most comprehensive, up-to-date analysis of television campaign advertising currently available on the academic market. By considering important theoretical questions, providing an overview of relevant scholarship, and undertaking detailed original analysis, this book deepens our understanding of campaign advertising in important ways. In particular, West provides invaluable insight into the ways that candidates choose “ad buys,” the ways that media coverage and campaign advertising intersect, and the impact of ads on political learning as well as candidate preference across various types of electoral campaigns. In short, this text presents a valuable contribution to both scholarship and pedagogy.”

Darrell M. West is the Vice President and Director of Governance Studies at the Brookings Institution in Washington, D.C. He is the author of 16 books, including Digital Government: Technology and Public Sector Innovation and Digital Medicine: Health Care in the Internet Era.