Television sets the tone for American political advertising through paid advertisements, the nightly news, and even late-night talk shows. This anthology explores the reality of political advertising in the media - the impact of negative ads, what constitutes a good ad, new strategies, ads for specific audiences (different ethnic groups) and campaigns (such as that of Arnold Schwarzenegger in California), advertising for ballot initiatives - and examines the role of the news in political campaigns as well as that of politics as entertainment on late-night television. This book will be useful in classes in media and politics, campaigns and elections, and politics and popular culture. Television sets the tone for American political advertising through paid advertisements, the nightly news, and even late-night talk shows. This anthology explores the reality of political advertising in the media ¿ the impact of negative ads, what constitutes a good ad, new strategies, ads for specific audiences (different ethnic groups) and campaigns (such as that of Arnold Schwarzenegger in California), advertising for ballot initiatives ¿ and examines the role of the news in political campaigns as well as that of politics as entertainment on late-night television. This book will be useful in classes in media and politics, campaigns and elections, and politics and popular culture. Note to the Reader vii Introduction: Selling Candidates and Soap ix David A. Schultz 1 Creating Effective Political Ads 1(20) Arthur Sanders 2 Developing "Paid Media" Strategies: Media Consultants and Political Advertising 21(24) Stephen K. Medvic 3 Two Cheers for Negative Ads 45(28) Christopher J. Dolan 4 Can a Voter in New York Make a Candidate Lose in California? An Experimental Test of the Release of Early Election Results on Voter Turnout 73(28) Geoffrey D. Peterson 5 Packaging the Governor: Television Advertising in the 2000 Elections 101(20) Christopher A. Cooper & H. Gibbs Knotts 6 Message Tailoring in Spanish: Courting Latino Voters in the 2000 Presidential Advertising Campaign 121(28) Brendan J. Doherty & Melissa Cully Anderson 7 The Perfect Storm of Politics: Media and Advertising during the 2002 U.S. Senate Campaign(s) in Minnesota 149(40) Amy E. Jasperson 8 Bowling with Erskine and Down Home with Dole: Re-packaging the Candidates in the 2002 Senate Race in North Carolina 189(26) Timothy Vercellotti 9 From Saxophones to Schwarzenegger: Entertainment Politics on Late-night Television 215(24) David A. Schultz 10 Lights, Camera, and an Action Hero! Arnold Schwarzenegger and the Media Frenzy in the California Recall 239(34) David L. Schecter 11 Political Advertising in Canada 273(28) Paul Nesbitt-Larking & Jonathan Rose 12 Moving Voters in the 2000 Presidential Campaign: Local Visits, Local Media 301(18) David C. King & David Morehouse List of Contributors 319