William Benoit Bücher

The book offers an in-depth analysis of over 1,600 presidential television spots from campaigns spanning 1952 to 1996, examining both primary and general elections. Utilizing the Functional Theory of Political Campaign Discourse, it categorizes themes into acclaims, attacks, and defenses, further breaking them down by topics such as policy and character. The analysis highlights contrasts between Republican, Democratic, and third-party ads, as well as differences among incumbents, challengers, and candidates' standings in the races.

Designed to help students become more successful persuaders, Persuasive Messages offers practical advice on refining purpose, understanding audience, and designing a persuasive message. This textbook combines theory and practice, adopting a cognitive approach to understanding the persuasion process.