Browsing by Author "Keith R. Sanders"
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Political Television Commercials: An Experimental Study of Type and Length
Lynda Lee Kaid; Keith R. Sanders (Communication Research, 1978-01-01)Considerable controversy has arisen over the use in political campaigns of short, image-oriented television commercials. This study compared the effect of type (image and issue) and length (5 minute and 60 second) of ...