95
Views
1
CrossRef citations to date
0
Altmetric
Original Articles

Analysis of Presidential Primary Campaign Commercials of 2004

Pages 451-471 | Published online: 03 Feb 2007
 

Abstract

This article examines television advertising used during the 2004 presidential primary campaign. Based on interviews with the advertising creators and on repeated viewings by the author and his students it describes and analyzes the advertisements. It reveals that Iowa was the heavy spending state at $12.4 million. It discloses how Kerry won through heavy late spending depending on testimonial advertisements from veterans and others; how Edwards depended on talking-head and town meeting advertisements; how Dean's innovation was the delivery of advertisements on the internet; how Clark relied on a strong bio-documentary while Gephardt, Lieberman, and Kucinich had less notable advertisements.

Additional information

Notes on contributors

L. Patrick Devlin

L. Patrick Devlin (PhD, Wayne State University, 1968) is a Professor in the Department of Communication Studies, University of Rhode Island, Kingston, RI 02881, USA (Tel: +1-401-874-4724; Fax: +1-401-874-4722; Email: [email protected]). This study is his fourth quadrennial study of presidential primary ads. Travel to the New Hampshire primary was subsidized by the University of Rhode Island

Log in via your institution

Log in to Taylor & Francis Online

PDF download + Online access

  • 48 hours access to article PDF & online version
  • Article PDF can be downloaded
  • Article PDF can be printed
USD 53.00 Add to cart

Issue Purchase

  • 30 days online access to complete issue
  • Article PDFs can be downloaded
  • Article PDFs can be printed
USD 256.00 Add to cart

* Local tax will be added as applicable

Related Research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.