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This study assesses the importance of paid advertising. Drawing from observations and interviews with ad creators and campaign managers, it describes, analyzes, and evaluates what the candidates did and why in the 1992 New Hampshire presidential primary election. Specifically, the study examines the importance of initial ads, consistency in ads, and the use of negative ads. It demonstrates that candidates flooded the airwaves with 30‐second ads, spending well in excess of overall spending limits on advertising alone. Ad innovations in 1992 were as follows: heavy New Hampshire and Boston time buying, an attack strategy against an incumbent president, an informercial to raise money, distributed videotapes, interactive video appeals, and half‐hour programs. Candidates who advertised early and stayed consistent in their imagery did better than candidates who advertised later and created multiple images and varied ads.  相似文献   

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Using survey data from statewide political party convention delegates in four states, I investigate whether and how gender stereotypes influence nomination choice. I examine whether gaining candidate information from different sources differentially influences gender stereotypes and the likelihood of supporting both a female and a male nominee. I argue that information sources outside a candidate's control—delegates' discussions with other delegates—versus sources candidates can control (e.g., campaign contacts and personal contact with the candidate) work against female candidates' nomination. Specifically, when delegates learn about candidates via the most controlled sources, they will be more likely to view the candidates as possessing both masculine and feminine traits and issue competencies. As a result, they should be more likely to support the candidate. In contrast, information from sources outside candidate control functions differently for male and female candidates: These sources confirm delegates' stereotype expectations, negatively affecting perceptions of a female candidate's masculine strengths, which then negatively relate to supporting her nomination. The results generally support these ideas: Delegates receiving information from the most controlled sources form balanced views of the female candidate, but the positive effects of information from these sources on nomination choice are not mediated by stereotypes. In contrast, delegates gaining information from other delegates confirm their stereotypes of the candidate and are then less likely to support her. More broadly, gender stereotypes, particularly those regarding female candidates' masculine traits and feminine issue competencies relative to the candidate's male opponent, directly and positively relate to delegates' likelihood of supporting her.  相似文献   

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The Asia-Pacific region witnessed significant changes in the first year of the new century. With George W. Bush assuming the presidency, unilateralism could be strongly felt in the new administration's foreign policy. And there had been ups and downs in big powers' relations, while security in the region remaining unpredictable and changeable. Economic  相似文献   

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