CONTRASTS IN PRESIDENTIAL CAMPAIGN COMMERCIALS OF 1992

This impressionistic study is based on interviews with the advertising creators and coordinators as well as on analysis of the 1992 presidential television ads themselves. In focusing on strategies used in campaigns by the three major general election contenders-Bush, Clinton, and Perot-the author describes numerous important advertising spots in detail. To relay perceptions of decision makers in their ground breaking efforts, he quotes extensively from campaign insiders, both on the ads and on the surrounding political and emotional climate.