"If political advertising did not exist, we would have to invent it," writes Katherine Hall Jamieson in her widely praised study, Packaging the Presidency. Now in a new third edition, Jamieson expands her authoritative analysis of political advertising, looking at the media campaigns of American presidents from the early days of the republic to the successful 1992 Clinton campaign. Chronicling the evolution of the campaign ad from political songs and slogans through handbill and newspaper cartoon to radio and television coverage, an argument emerges that is subtle but persuasive: though often equivocal, and even downright sleazy, political advertising is vital in reminding voters of the choices at the heart of democracy.
Packaging the Presidency: A History of Criticism of Presidential Campaign Advertising. Third Edition. Oxford University Press, 1996.