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In his newly revised and updated fifth edition, West continues his in-depth examination of political advertising in election campaigns. Following advertising’s evolution from 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 them.

Taking into account new data and the 2008 campaigns, every chapter has been thoroughly revised and updated. Placing the use of advertising and mass media in historical context, West offers significant updates, including:

• the face-off between Obama and McCain in the general election;
• case studies of ad appeals during presidential and Senate campaigns;
• advertising strategies from the dramatic nomination fight between Clinton and Obama; 
• advertising in congressional elections;
• material on ad buys, issue-advocacy advertising, and content analyses of campaign ads; and
• ad stills aired during the 2008 elections.

Preface
Television Advertising in Election Campaigns: A History in Pictures

1. Overview of Ads
The History of Ads
Principles of Advertising
How Ads Are Put Together
How Ads Are Financed
The Impact of Ads on Voters
Conclusion

2. Buying Air Time
The Case of John Connally
The Strategies of Ad Buying
How Ad Buys Go Wrong
The Study of Ad Buys
Ad Frequency and Diversification
The National-Local Mix and Targeting Strategies
Strategic Interactions With the Opposition
Early Advertising
The Impact on Voters: The Two Cases of Ross Perot
Conclusion

3. Ad Messages
Ad Content
Prominent Ads
The Paucity of Policy Appeals
Shifts Over Time
The Impact of Campaign Stage
Internet Web Sites and Ads
The Rise of Negative Advertising
The Objects of Negativity
Conclusion

4. Media Coverage of Ads
The Increasing Coverage of Ads
Horse-Race Coverage of Ads
Shifts in Ad Coverage Over Time
“Daisy,” “Daisy II,” and the “Revolving Door”
Swift Boat Veterans and MoveOn.org Ads
Media Coverage of 2008 Ads
Voluntary Efforts
Ad Watches
Conclusion

5. Learning About the Candidates
Advertising and the Electoral Context
Citizens’ Knowledge and Evaluations of Candidates
The Impact of the Campaign
Ads and the Vote
Conclusion

6. Setting the Agenda
The Media’s Role in Agenda Setting
Policy and Campaign Components of the Public Agenda
Ads and Agenda Setting
The Influence of Individual Ads
Women and the “Revolving Door” Ad
The Strategic Dimensions of Agenda Control
A Fixed Agenda
A Fluid Agenda
A Varied Agenda
A Bifurcated Agenda: Terrorism Versus the Economy
It’s Still the Economy, Stupid!
Conclusion

7. Priming and Defusing
Informational Shortcuts
Standards of Evaluation
Nixon and the Politics of Inevitability
Defusing Potential Problems: Bush in 1988
Clinton and the Economy in 1992
Clinton in 1996
Bush and Gore in 2000
Bush and Kerry in 2004
McCain and Obama in 2008
Conclusion

8. Playing the Blame Game
Blame Dukakis
Blame Bush
Blame Forbes
Blame Dole
Blame Gingrich
Don’t Blame Me
Blame Terrorists
Blame Bush and McCain
Conclusion

9. Ads in Congressional Elections
Features of Congressional Campaigns
Historical Congressional Ads
The Fight for a Democratic House
The Fight for the Senate
Clinton Versus Giuliani and Lazio
2004 Senate Campaigns
2006 House and Senate Campaigns
2008 Senate Campaigns
Conclusion

10. Advertising and Democratic Elections
Democratic Expectations
The Risk of Manipulation
Different Arenas, Different Threats
Slicing and Dicing the Electorate
What Can Be Done

Appendix: Memorable Ads, 1984-2008

"Darrell West's Air Wars is a good succinct, accessible text that explains how political advertising has been used in presidential campaigns, how that advertising has evolved over time, and suggests some of the impact it has had on the election outcome."

- Stephen J. Wayne, Georgetown University

“Air Wars is indispensable. Darrell West has given us a comprehensive account of advertising in American politics, with careful attention to historical context, the logic of ad messages, and the varied effects that campaign advertising can have on American citizens and, ultimately, on election outcomes. West draws on the latest research and illustrates his points with examples from the most recent elections. This book is a must for students and scholars alike.”

- Paul Freedman, University of Virginia

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.