This Third Edition of the classic text uses principles and practices of speech communication to examine election campaigns. It has been widely used as the only truly comprehensive textbook written from a campaign perspective, and this edition provides historical material as well as covers the most current campaign practices. The new edition is distinguished by fresh examples and information from the 1992 and 1996 presidential campaigns and the 1994 congressional campaigns, including up-to-date analysis and discussion of: communicative styles and strategies; categories of advertising, advertising campaigns, mass media consumption, and research; political debates and public speaking practices; rhetorical strategies of announcements, addresses, news conferences, and other responses; the effects and influence of political consultants.



Practitioners and students alike will clearly understand the strategic and tactical communication choices candidates and their campaign managers must make in this increasingly important area of American life. This is the ideal text for courses in political campaign communication, campaigns, persuasion, and mass communication.