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The Positive Case for Negative Campaigning

By: Kyle Mattes (Author)

Extended Catalogue

Ksh 5,750.00

Format: Paperback or Softback

ISBN-13: 9780226202167

Publisher: The University of Chicago Press

Publication Date: Feb 3rd, 2015

Weight: 424 grams

Dimension: 23.00 x 15.30 x 1.60 cms

Category: Political campaigning & advertising

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For decades, conventional wisdom has held that Americans hate negativity in political advertising. Arguing against this commonly held view, the authors show that some negativity is accepted by voters as part of the political process, but that negative advertising is necessary to convey valuable information that would not otherwise be revealed.

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