Going Negative

Going Negative

How Political Ads Shrink and Polarize the Electorate

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Political advertising has been called the worst cancer in American society. Ads cost millions, and yet the entire campaign season is now filled with nasty and personal attacks. In this landmark six-year study, two of the nation's leading political scientists show exactly how cancerous the ad spot has become. 16 illustrations.
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  • Free Press | 
  • 256 pages | 
  • ISBN 9780684837116 | 
  • August 1997
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